Why you need the power of subheads

I’ve been asked to write a feature for a magazine in subhead format. As a web-journalist and editor I welcomed this refresher. They are critical to getting, keeping and entertaining readers, so I thought I’d share these tips.

Do blogs really need subheads?

Yes. Readers like, are used to and expect small chunks of information on the web, particularly in blogs. It is our responsibility as writers to help lead our readers through our stories, and subheads are important signposts. Search engines also like them, although filling them with keywords is not recommended. Subheads help you target information, promote benefits and inspire action. Hubspot has a great overview.

How do I grab readers' attention with subheads?

With less than 10 seconds to grab the attention of most web readers, it’s important to make subheads work. Smartblogger lists these three tips:

1. Be creative. Simple subheads that repeat the opening line or simply restate the topic don’t work.
2. Use words like ‘benefits’, ‘successful’ and ‘proven’ to entice the reader. Spoiler alert subheads just give away the topic and readers are likely to scan and move on.
3. Make it easy for readers to understand your message. Too-smart subheads, full of lingo, may sound good but they aren’t great for keeping readers involved.

 
Examples
Before: Becoming a freelance writer
After: Why becoming a freelancer was a great idea

The ‘before’ example is simply a regurgitation of the topic that follows.
The ‘after’ example raises interest, makes the reader curious, has readability.

What are the secret ingredients of cooking up great subheads?

Pay attention to the subheads in blogs you enjoyed reading. Look for common characteristics like:

1. Gets the reader curious, wanting to know more.
2. Uses the element of surprise, makes it memorable.
3. Shows your personality, makes connections.
4. Shares emotions, is real.
   

Smartblogger’s writing tips advise drafting your full blog, then going back and writing your subheads. That makes sense. You have much more control then.
I enjoyed this refresher, and hope you did too.
Kate
kate@keyadvice.net