Quick Monday tip this week is about subheads, why they are important additions to articles, thought leadership and other longer-form writing, and what makes a good subhead.
First, the why:
🖥️ Search engines give extra weight to text in headers, and using keywords can boost SEO (make sure your subheads are in HTML, not just bold).
🖥️ Subheads break up your text, making it easier to read, particularly on small screens like phones.
🖥️ They make it easier for the reader to navigate through your piece, adding structure which aids comprehension.
🖥️ Good subheads can keep readers interested in reading because they indicate what is coming up.
🖥️ More people skim read now, and subheads help people skim while giving more opportunity to pull the reader into the piece.
🖥️ Screen readers use header tags to help visually impaired users navigate content, so proper use of HTML headers is inclusive design.
The trick to good subheads is to make them clear, not cryptic, think keywords rather than clever wordplay.
Clear vs clever subheads:
Clear: Rents rise as supply falls short
Cryptic/clever: When the cupboard is bare
Clear: New-build completions slow
Cryptic/clever: The tap runs dry
Clear: Investor appetite for retail returns
Cryptic/clever: Back from the dead
Clear subheads work out of context; they tell a mini story in their own right and highlight what is going to be covered next.
The cryptic/clever subheads would potentially work in a print article with plenty of supporting material such as images, graphs and standfirsts.
However, on a screen, if a reader scrolls down the article, the meaning of the ‘clever’ subheads is obscure. They don’t work on their own.
Good subheads work hard to direct and draw in readers.
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