Writing the Best Subheadings to Draw Your Readers In
Copywriting is a really crucial skill if you want to make more sales – no matter what type of marketing you are doing, you need to use words (written or spoken) to get your message across. Headlines, headings and sub headings are an important part of that copywriting process. I want to offer you some advice on writing better sub-headings for your sales copy.
For the purposes of your blog posts and search engine ranking the H2, H3 and H4 tags are all important to letting the visitor and the search engine know what the theme of your content is, and the important points.
So much has been made of writing catchy titles and H1 tags that we often forget about the H2 and H3 tags. These are almost as important to our content creation strategies from both an SEO and a customer behavior point of view. H2 and H3 subheaders stand out in the semantic search world of the post-Hummingbird Google, giving the search engines a better understanding about your content and its relevance to the query.
Things You Can Do to Keep Your Reader Involved through Subheadings
They also allow readers to quickly scan the content for information that is pertinent to their needs.
They shouldn’t have to read through everything and trust me on this, they won’t.
Web users scan the H1, H2 and H3 titles in that order and then decide whether they want to read the content in its entirety or in part (or click away – hopefully not!).
How to Write Catchy Sub-Headings
Use a Lot of Subheadings
For starters, keep the subheadings happening every two to four paragraphs. Sentences should be short and to the point.
They should be easy to read and separated by a lot of clean, white space on the site. You want the chunks of info you are giving to be easily digestible, not looking like a wall of text.
The purpose of subheadings is to break up the text you are writing. When done correctly, you are telling both the reader and the search engine more specifics about the topics you are covering.
To that end, be sure that the subheading describes exactly what you are talking about in that section (or at least relates to it if it’s funny or clever). This will help you only address one point at a time as well.
Don’t Mislead with Subheadings
If you promise something in your subheaders, you’d better deliver in that paragraph.
Don’t start talking about the solution to a problem at the top of your content unless you are giving it right away. If you aren’t solving the problem or presenting your product or service as a solution until the end, use that in the end sub-headers.
More pointedly, keep everything constantly delivering. Your subheader acts as a pointed guide for the reader so that they can pick and choose for their specific needs. This will get you much more traffic and authority in the end. Honesty is key here.
It’s Okay to Be Funny in Sub-headers
Plays on words and common catchphrases are great. They work extremely well in your subheadings. Your content doesn’t have to be funny to follow, but what a humorous subheading does is it puts the reader in a better mood as they read. This gives them a better feel about what you are saying, thus increasing the likelihood that they will buy. Here are a couple of examples:
- “Just Screw It” as a subheaders for content on powerful new screwdrivers, playing on Nike’s “Just Do It”
- “Tech Tock” as a clever play on words where you are going to talk about the clock on technology ticking steadily along, creating a sense of urgency for the reader to buy
Set the Tone for Wrapping it Up
Finally, your last subheading should bring it all together, getting the reader ready to come to a decision about what you are telling them.
How do they feel? Are they going to buy into what you are saying and/or selling?
Some classics are great (i.e. Final Thoughts, Summary, Conclusion, etc.) but can be a bit boring. Try tying some emotion to it for extra effect.
Of course no SEO or Copywriting hacks are going to get you results if you don’t have a solid hook for your product. If you feel you still haven’t developed the perfect HOOK you might be interested in checking out how a dead-broke stand-up comic turned a simple joke formula into a million dollar sales hook (and how you can use it to skyrocket your conversions – even if you don’t have a funny bone in your body!)
Thanks for reading,