If else embedding inside html

I recommend the following syntax for readability.

<? if ($condition): ?>
  <p>Content</p>
<? elseif ($other_condition): ?>
  <p>Other Content</p>
<? else: ?>
  <p>Default Content</p>
<? endif; ?>

Note, omitting php on the open tags does require that short_open_tags is enabled in your configuration, which is the default. The relevant curly-brace-free conditional syntax is always enabled and can be used regardless of this directive.