Perhaps I can help. At least I can tell you what I use with the racks that I build. Short answer is....It depends. I have clients that request back heat, and some that request belly heat. Both work just fine for every day use. For hatchlings, I always use 3" belly heat, but that gets away from your question I think. For the 28qt tubs like you are using, I use 12" tape for back heat, and 6" heat tape for heat. I just find the results better and more consistent over the run of the tape than 4".
The back heat is just that, and is placed on the back wall of the rack.
For belly heat I place it toward the rear of the shelf, under the last 1/3 of the footprint of the tub and woven from shelf to shelf so you have one continuous piece. Use good aluminum tape to hold it in place. If it's properly regulated with a thermostat (as all heating elements should be) it will provide a nice hot spot, and a nice cool side to the tub.
Hope that helps and good luck with the build.
Dave