{"id":16587,"date":"2021-09-07T01:00:58","date_gmt":"2021-09-07T05:00:58","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=16587"},"modified":"2024-01-17T10:19:49","modified_gmt":"2024-01-17T14:19:49","slug":"why-are-subheadings-important-online","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/09\/why-are-subheadings-important-online\/","title":{"rendered":"Why are subheadings important online?"},"content":{"rendered":"<h2>Show the parts with subheads<\/h2>\n<p>Think of subheads as the icing on the cake. <\/p>\n<figure id=\"attachment_27477\" aria-describedby=\"caption-attachment-27477\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27477\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/why-are-subheadings-important-online\/subheadings-important-online\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" data-orig-size=\"442,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"subheadings-important-online\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Skimmers look at subheadings to learn what content you\u2019re offering online. That makes subheads \u201cthe most important thing you can do\u201d on your webpage, says Jakob Nielsen. &lt;a href=&quot;https:\/\/www.shutterstock.com\/pl\/image-photo\/image-cow-different-parts-roman-numerals-1579319647&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Jaime Semilla&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online-300x204.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" alt=\"Why are subheadings important online?\" title=\"Why are subheadings important online?\" width=\"442\" height=\"300\" class=\"size-full wp-image-27477 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png 442w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online-300x204.png 300w\" data-sizes=\"(max-width: 442px) 100vw, 442px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 442px; --smush-placeholder-aspect-ratio: 442\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27477\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/why-are-subheadings-important-online\/subheadings-important-online\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" data-orig-size=\"442,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"subheadings-important-online\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Skimmers look at subheadings to learn what content you\u2019re offering online. That makes subheads \u201cthe most important thing you can do\u201d on your webpage, says Jakob Nielsen. &lt;a href=&quot;https:\/\/www.shutterstock.com\/pl\/image-photo\/image-cow-different-parts-roman-numerals-1579319647&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Jaime Semilla&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online-300x204.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png\" alt=\"Why are subheadings important online?\" title=\"Why are subheadings important online?\" width=\"442\" height=\"300\" class=\"size-full wp-image-27477\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online.png 442w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/subheadings-important-online-300x204.png 300w\" sizes=\"(max-width: 442px) 100vw, 442px\" \/><\/noscript><figcaption id=\"caption-attachment-27477\" class=\"wp-caption-text\">Skimmers look at subheadings to learn what content you\u2019re offering online. That makes subheads \u201cthe most important thing you can do\u201d on your webpage, says Jakob Nielsen. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/image-cow-different-parts-roman-numerals-1579319647\" rel=\"noopener\" target=\"_blank\"><em>Image by Jaime Semilla<\/em><\/a><\/figcaption><\/figure>\n<p>Skimmers look at subheads to learn what content you\u2019re offering on a web page, blog post or news release. This creates the layer cake eye-gazing pattern \u2014 on an eyetracking heat map, it shows up as a series of horizontal lines. <\/p>\n<p>That helps visitors find what they want quickly.<\/p>\n<p>Without subheads to guide the way, web visitors either skim the first line (or less) of each paragraph in the F-shaped eye-gazing pattern or hunt around for individual words in the spotted pattern. Both of those are inefficient ways for skimmers to find what they want. <\/p>\n<figure id=\"attachment_36285\" aria-describedby=\"caption-attachment-36285\" style=\"width: 413px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/02\/let-them-skim-icing.jpg\" alt=\"Let them skim icing\" title=\"Let them skim icing\" width=\"413\" height=\"252\" class=\"size-full wp-image-36285 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 413px; --smush-placeholder-aspect-ratio: 413\/252;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/02\/let-them-skim-icing.jpg\" alt=\"Let them skim icing\" title=\"Let them skim icing\" width=\"413\" height=\"252\" class=\"size-full wp-image-36285\" \/><\/noscript><figcaption id=\"caption-attachment-36285\" class=\"wp-caption-text\"><strong>Let them skim icing<\/strong> On an eyetracking heat map, the layer cake eye-gazing pattern shows up as a series of horizontal lines. <em>Image by Ann Wylie<\/em><\/figcaption><\/figure>\n<p>\u201cBy far, the single most important thing you can do to help users consume content is to use meaningful [subheads], and make [them] visually pop as compared to body text,\u201d write Kara Pernice, Kathryn Whitenton and Jakob Nielsen, the authors of <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" title=\"undefined\" target=\"_blank\" rel=\"noopener noreferrer\"><em>How People Read on the Web<\/em><\/a>.<\/p>\n<h5>\u201cThe reader who sees the big parts is more likely to remember the whole story.\u201d<\/h5>\n<h6>\u2014 Roy Peter Clark, The Poynter Institute<\/h6>\n<h3>Why subheads?<\/h3>\n<p>And no wonder. In addition to changing visitors\u2019 eye-gazing patterns, good subheads can help you:<\/p>\n<ol>\n<li><strong>Draw readers in<\/strong>. A compelling subhead can turn skimmers into readers.<\/li>\n<li><strong>Help people find what they want quickly<\/strong>. Web visitors skim web pages, looking at subheads first to find sections of copy they\u2019re looking for, before reading the paragraphs below.<\/li>\n<li><strong>Break copy up<\/strong>. Good subheads break copy up into accessible, bite-sized chunks. And when your message looks easier to read, more people will read it.<\/li>\n<li><strong>Keep readers reading<\/strong>. \u201cSubheads increased reading for skimmers and for those whose attention was beginning to wane,\u201d according to The Poynter Institute\u2019s Eyetrack III study.<\/li>\n<li><strong>Communicate to nonreaders<\/strong>. Well-written subheads can convey your key ideas to flippers, skimmers and others who won\u2019t read your paragraphs, no matter what.<\/li>\n<li><strong>Keep readers on your page<\/strong>. If they can\u2019t find what they\u2019re looking for on your page, they\u2019re likely to go back to Google to find a page that gives them what they want.<\/li>\n<li><strong>Help visitors read and understand<\/strong>. Subheads \u201cmake it vastly easier for users to read and understand web pages,\u201d Pernice, et al., say.<\/li>\n<li><strong>Make your message more memorable<\/strong>. \u201cA writer who knows the big parts can name them for the reader\u201d with subheads, writes Roy Peter Clark, senior scholar at The Poynter Institute. \u201cThe reader who sees the big parts is more likely to remember the whole story.\u201d<\/li>\n<\/ol>\n<h3>Five more reasons for subheads<\/h3>\n<p>Indeed, any story of any significant length should have subheads, says Roy Peter Clark. Clark, The Poynter Institute\u2019s editorial guru, says those subheads can:<\/p>\n<ol>\n<li><strong>Create an index<\/strong> for the story<\/li>\n<li><strong>Offer a distinctive point of entry<\/strong> into the piece<\/li>\n<li><strong>Ventilate the gray page<\/strong> with white space<\/li>\n<li><strong>Let the writer test the coherence<\/strong> of the piece<\/li>\n<li><strong>Give the reader the global structure<\/strong> of the piece at a glance<\/li>\n<\/ol>\n<p>This is a job for the writer, not the designer, Clark says. The writer should produce or at least suggest the subheads.<\/p>\n<h3>Don\u2019t drop the subheads.<\/h3>\n<p>Whatever you do, don\u2019t drop online subheads.<\/p>\n<p>\u201cIf you are not calling out sections of your web pages or prose on those pages with subheads, you are making a big mistake!\u201d write Pernice et al. \u201cIf you take nothing else [away], please take this: Use subheads and subsubheads.\u201d<br \/>\n___<\/p>\n<p>Source: Kara Pernice, Kathryn Whitenton and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" title=\"How People Read on the Web: The Eyetracking Evidence\" target=\"_blank\" rel=\"noopener noreferrer\"><em>How People Read on the Web: The Eyetracking Evidence<\/em><\/a>; Nielsen Norman Group; Sept. 10, 2013<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n\u2003<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Show the parts with subheads <\/p>\n","protected":false},"author":6,"featured_media":27477,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[391],"tags":[388,345,278],"class_list":{"0":"post-16587","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-subheads","8":"tag-eyetracking","9":"tag-readers","10":"tag-subheads","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why are subheadings important online?<\/title>\n<meta name=\"description\" content=\"Skimmers look at subheadings to learn what content you\u2019re offering online. 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