SIGNAL IMPORTANT MESSAGES WITH HEADINGS AND SUBHEADINGS
Whether it’s overcoming an objection, triggering an emotional pull, or explaining the benefits of your product or service, Headings and Subheadings serve an important purpose on a webpage.
- tell a story…
- build excitement…
- act as “waypoints” in your copy
HEADINGS THAT TELL A STORY
What if your reader only read the headings and subheadings in your copy? Would he or she get all the information they needed to make a decision?
You’ll see that longer sales pages or landing pages will often use this technique.
At first I didn’t believe it was true…
Then, I saw the results of our first test…
And our second test was even better…
Now, I’m convinced…
In between each of the above subheadings will be one to three paragraphs that offer convincing evidence that the subhead is credible, and builds on the unstated promise that “you can get these results, too.”
HEADINGS THAT BUILD EXCITEMENT
The example above manages to build some excitement as it tells a story. You can also build excitement by highlighting the key emotional benefits of your product in your subheadings.
Why women won’t stop staring at you
Feel confident in any situation
Spend your time at the beach, and let the paperwork do itself
These types of headings speak directly to the core desire of the reader, while also offering a promise that your product will fulfill that desire. When we speak of “benefits,” we’re talking about the ways that your product fulfills the core emotional desires of your prospects and customers.
HEADINGS THAT ACT AS WAYPOINTS
Sometimes a heading can simply act as waypoints in your copy. Sometimes you simply want to display before and after photos, testimonials, or explain in greater depth what your product or service does. Headlines in these instances can serve to explain what will be discussed or displayed all while still connecting with customers.
WHERE DO SUBHEADINGS FIT IN?
Subheadings support your headings. They can provider greater detail on the ensuing content of the section, further drive the main point of the section, or answer an immediate question the reader may have.