What are Text Formats?
When editing landing page elements in the backend, site admins can choose from different text formats depending on the element. Each format controls what type of HTML tags are allowed and what kind of content can be structured within that field. Not all elements offer the same options. Some elements only allow plain text or basic HTML, while others support more advanced formatting.
The four text formats
Plain text is the most basic option without formatting. Line breaks and paragraphs are handled automatically, and URLs are turned into clickable links. Use this for short, simple copy.
Restricted HTML adds standard formatting options: headings, bold, italic, links, lists, and paragraph control. It does not support images or tables. This is the right choice for structured text content like introductory paragraphs or short descriptions.
Advanced restricted HTML includes everything in Restricted HTML, and additionally allows images, including controlling alignment and adding captions. Use this when content needs a visual element alongside the text, but a full layout is not required.
Advanced HTML is the most flexible option. It includes everything from the formats above and additionally allows tables and precise control over element styling through classes and IDs. Use this only when complex layouts or structured data are needed.
| Capability | Plain text | Restricted HTML | Advanced Restricted HTML | Advanced HTML |
|---|---|---|---|---|
| Basic text (paragraphs, line breaks) | ✔ | ✔ | ✔ | ✔ |
| Auto-linking of URLs and email addresses | ✔ | ✔ | ✔ | ✔ |
| Text styling (bold, italic, emphasis) | ✘ | ✔ | ✔ | ✔ |
| Links | ✘ | ✔ | ✔ | ✔ |
| Headings (H1 – H6) | ✘ | ✔ | ✔ | ✔ |
| Lists (ordered and unordered) | ✘ | ✔ | ✔ | ✔ |
| Block quotes and code | ✘ | ✔ | ✔ | ✔ |
| Images (with alignment and captions) | ✘ | ✘ | ✔ | ✔ |
| Tables | ✘ | ✘ | ✘ | ✔ |
Note: The available formats differ per element. If a format is not available in a given element, consider whether a different element or a different format would better fit your content needs.
Why text structure matters
If you correctly use text formats that allow headings and paragraph tags, you not only decide how your page looks, but also how it works.
- H1 is the page title. There should only be one H1 per page. It tells both users and search engines what the page is about.
- H2–H10 create a hierarchy. Think of them like a document outline: H2 for main sections, H3 for subsections within those, and so on. Skipping levels (e.g. jumping from H2 to H5) breaks that structure.
- Paragraphs keep the content digestible. One idea per paragraph, roughly 2–4 sentences. Long unbroken text blocks are hard to scan.
- Structure supports accessibility. Screen readers navigate pages by heading levels. A well-structured page allows visually impaired visitors to jump to the section they need and skip the parts that are irrelevant to them.
- Structure supports SEO. Search engines use heading hierarchy to understand page content. A clear H1 followed by logical H2s signals well-organized, relevant content.