{"id":27438,"date":"2021-09-05T06:28:23","date_gmt":"2021-09-05T10:28:23","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=27438"},"modified":"2024-01-17T10:20:27","modified_gmt":"2024-01-17T14:20:27","slug":"how-to-write-a-good-subheading","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/09\/how-to-write-a-good-subheading\/","title":{"rendered":"How to write a good subheading"},"content":{"rendered":"<h2>Keep readers reading, skimmers scanning<\/h2>\n<p>The other day, I found a blog post of interest to me: \u201cMaximizing student productivity: Tips for successful internship programs.\u201d<\/p>\n<figure id=\"attachment_27439\" aria-describedby=\"caption-attachment-27439\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27439\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/how-to-write-a-good-subheading\/why-are-subheadings-important\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" data-orig-size=\"451,300\" 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=\"why-are-subheadings-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Icing on the cake&lt;\/strong&gt; Subheads help visitors look at your page in the &lt;a href=&quot;https:\/\/revvingupreadership.com\/2017\/03\/eyetracking-layer-cake-web-gaze-pattern\/&quot;&gt;layer-cake eyetracking pattern&lt;\/a&gt;. This helps them skim more efficiently and find what they\u2019re looking for.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" alt=\"How to write a good subheading\" title=\"How to write a good subheading\" width=\"451\" height=\"300\" class=\"size-full wp-image-27439 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27439\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/how-to-write-a-good-subheading\/why-are-subheadings-important\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" data-orig-size=\"451,300\" 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=\"why-are-subheadings-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Icing on the cake&lt;\/strong&gt; Subheads help visitors look at your page in the &lt;a href=&quot;https:\/\/revvingupreadership.com\/2017\/03\/eyetracking-layer-cake-web-gaze-pattern\/&quot;&gt;layer-cake eyetracking pattern&lt;\/a&gt;. This helps them skim more efficiently and find what they\u2019re looking for.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png\" alt=\"How to write a good subheading\" title=\"How to write a good subheading\" width=\"451\" height=\"300\" class=\"size-full wp-image-27439\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/why-are-subheadings-important-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><figcaption id=\"caption-attachment-27439\" class=\"wp-caption-text\"><strong>Icing on the cake<\/strong> Subheads help visitors look at your page in the <a href=\"https:\/\/revvingupreadership.com\/2017\/03\/eyetracking-layer-cake-web-gaze-pattern\/\" target=\"_blank\" rel=\"noopener\">layer-cake eyetracking pattern<\/a>. This helps them skim more efficiently and find what they\u2019re looking for.<\/figcaption><\/figure>\n<p>My intern was scheduled to arrive in three minutes, so I quickly skimmed the story. I read the subheads: \u201cTip No. 1,\u201d they said. \u201cTip No. 2. Tip No. 3.\u201d<\/p>\n<p>What were the tips? I\u2019ll never know. Because the writer didn\u2019t make the most of the powerful tools that are subheads.<\/p>\n<h3>Subheads have magical properties.<\/h3>\n<p>What if I told you there was a magic wand that kept readers reading and skimmers scanning \u2014 even after their attention begins to wane?<\/p>\n<p>Friends, there is such a tool, and it\u2019s called a subhead.<\/p>\n<h5>\u201cWrite subheads that reveal, rather than conceal, your contents.\u201d<\/h5>\n<h6>\u2014 Ann Wylie, writing coach, Wylie Communications<\/h6>\n<p>Great subheadings are mini headlines that <a href=\"https:\/\/www.wyliecomm.com\/2018\/02\/subheads-take-the-cake\/\">grab reader attention and help skimmers<\/a> get the gist of the message.<\/p>\n<p>But label subheads \u2014 those that classify the topic but don\u2019t say anything about it \u2014 don\u2019t communicate much at all.<\/p>\n<p>So instead of just labeling a section of your copy with the topic \u2014 \u201cMortgage services,\u201d for instance, or \u201cTip. No. 1\u201d \u2014 tell the reader something.<\/p>\n<p>What about mortgage services? What is Tip No. 1?<\/p>\n<p>To get the word out via subheads:<\/p>\n<h3>1. Make thinking visual.<\/h3>\n<p>Think of your subheads as the Roman numeral outline of your piece. What are your topics I, II and III? Those are your subheads.<\/p>\n<p>So organize your message into a series of sections and subsections. Label the sections with subheads (\u201cMake thinking visual,\u201d in this story, for instance), the subsections with bullets or bold-faced lead-ins (\u201cAcknowledge the event,\u201d on this page).<\/p>\n<p>When one of my clients wanted to lend support after some of its employees endured a fire, subheads included:<\/p>\n<ul>\n<li><strong>Acknowledge the event<\/strong>.<\/li>\n<li><strong>Listen. Don\u2019t ask questions or seek details<\/strong>.<\/li>\n<li><strong>Offer long-term emotional support<\/strong>.<\/li>\n<li><strong>Offer practical support<\/strong>.<\/li>\n<li><strong>Watch for reactions<\/strong>.<\/li>\n<\/ul>\n<p>Any questions?<\/p>\n<p>Write subheads that reveal, rather than conceal, your contents.<\/p>\n<h3>2. Don\u2019t write \u2018read below\u2019 subheads.<\/h3>\n<p>If your subheads say \u201cProblem,\u201d \u201cSolution\u201d and \u201cResult,\u201d you\u2019re telling readers, \u201cread below to find out what the problem, solution and results are.\u201d<\/p>\n<p>But they\u2019re not reading. They\u2019re skimming!<\/p>\n<p>Instead of trying to force skimmers to read, write robust subheads that define the problem, solution and results. Concisely describe the content within each section in a subhead. Use simple, understandable words. Test: Could your grandma understand it?<\/p>\n<h3>3. Answer, don\u2019t just ask, questions.<\/h3>\n<p>If you raise a question in the subhead, answer it in display copy \u2014 a bold-faced lead-in, highlighted key words or a bulleted list, maybe.<\/p>\n<p>If your subhead asks, <strong>\u201cWhy subheads?\u201d<\/strong> for instance, you might answer the question in a list with bold-faced lead-ins:<\/p>\n<ul>\n<li><strong>Keep readers reading<\/strong>.<\/li>\n<li><strong>Communicate to nonreaders<\/strong>.<\/li>\n<li><strong>Draw readers in<\/strong>.<\/li>\n<li><strong>Break copy up<\/strong>.<\/li>\n<li><strong>Make messages memorable<\/strong>.<\/li>\n<\/ul>\n<p>Otherwise, your question is essentially saying \u201cread below to find out.\u201d And we know skimmers want to skim, not read.<\/p>\n<p>Bottom line: If you ask a question in the display copy, you need to answer the question in the display copy.<\/p>\n<h3>4. Set up the next section.<\/h3>\n<p>Don\u2019t summarize what you\u2019ve already covered, but preview the best of what is to come.<\/p>\n<h3>5. Don\u2019t repeat other microcontent.<\/h3>\n<p>Avoid using the same words and phrases you\u2019re using in headlines, captions and callouts. Your subheadings help you get the word out to flippers and skimmers. This is San Francisco real estate: Don\u2019t say the same thing twice.<\/p>\n<h3>6. Make them compelling.<\/h3>\n<p>Write compelling subheads. Choose your words carefully. Craft subheads using intriguing phrases, interesting words.<\/p>\n<h3>7. Use subheads frequently.<\/h3>\n<p>Use at least one on a short (10- to 12-paragraph) story, recommend the folks at the BBC News Academy. Longer story? Include a subhead every four to six paragraphs.<\/p>\n<p>Note that you\u2019ll have a subhead for each topic in the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-article-structure\/\">body of your story<\/a>, plus one subhead to separate the body from the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/how-to-write-a-conclusion-for-a-feature-article\/\">conclusion<\/a> (for this story: Don\u2019t drop the subheads.) So if you have three topics, you\u2019ll have four subheads.<\/p>\n<h3>8. Keep them short.<\/h3>\n<p>Limit subheads to one line \u2014 on your phone. (Tip: Email your message to yourself and check it on your mobile to make sure.) That probably means up to five words.<\/p>\n<p>Longer, and they\u2019ll start looking like text, not display copy. And then you\u2019ll lose the attention-grabbing power of subheads.<\/p>\n<h3>9. Grab the eye.<\/h3>\n<p>\u201cSubheads only get looked at if they actually look like subheads,\u201d write Pernice, et al. \u201cIf the sections and their subheads are not different enough, then people will not be able to use them as the lighthouses they are meant to be.\u201d<\/p>\n<p>So once you\u2019ve written subheads, <a href=\"https:\/\/www.wyliecomm.com\/2016\/05\/format-subheads-for-clarity\/\" rel=\"noopener\" target=\"_blank\">make them eye-catching<\/a> with larger text, bold-faced type, color, more white space. Make sure there\u2019s plenty of contrast between the text and background, and avoid putting an image behind the text.<\/p>\n<p>But don\u2019t make them distracting.<\/p>\n<p>It\u2019s the Goldilocks rule: Use just enough to set them apart from plain text. Use too much formatting, and they\u2019ll distract skimmers from the rest of the page. Use too little formatting, and skimmers won\u2019t look at them.<\/p>\n<h3>Don\u2019t drop the subheads.<\/h3>\n<p>Online, writing subheads \u201cmay be the most important thing you do\u201d to get readers to read and help skimmers skim. So don\u2019t drop the subheads.<\/p>\n<p>___<\/p>\n<p>Sources: \u201cWriting for mobile: Bite-size basics,\u201d BBC Academy, Dec. 2, 2014<\/p>\n<p>Kara Pernice, Kathryn Whitenton and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener\"><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","protected":false},"excerpt":{"rendered":"<p>Keep readers reading, skimmers scanning<\/p>\n","protected":false},"author":6,"featured_media":27439,"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":[13013,13012,13011],"class_list":{"0":"post-27438","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-subheads","8":"tag-eyetracking-pattern","9":"tag-scanning","10":"tag-skimmers","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>How to write a good subheading<\/title>\n<meta name=\"description\" content=\"Icing on the cake: Subheads help visitors look at your page in the layer-cake eyetracking pattern. 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