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.

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.

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.

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

Too often content comes at the bottom of the communication or website planning list. In fact, over half of website launches are delayed due to content issues coming up at the end of the process, instead of at the beginning. And, a lot of time is wasted re-writing print content, because defining the 'who' and asking for audience input was left out or left too late. At the Literacy and Learning Symposium 2012, Terri Peters and I presented "The Power of Plain Language – telling the story straight".  She dealt with the print side, and, I looked at plain language website tips. Here are some key points we shared.

Always start with the 5 Ws: who, why, what, where, when. Spend time carefully, and deeply analyzing your audience (who) and purpose (why). All content decisions should be made based on these two key points.

Website audiences can be categorized as user who are skimmers - on a mission to find something, fast. Website users scan in an F pattern, seeking headings, subheadings and links.  Readers scan also. Are you giving your readers and visitors what they want? The best way is to ask and involve them. See the links below for some tips.

Plain language is all about accessibility. Print design is about being reader-friendly. And websites are all about usability. Putting print and web design together with plain language can deliver powerful results. 

Today's audiences are media savvy. They want visual and audio options, as well as text. Give them video, podcasts, galleries. Satisfy their hunger. But, don't over do it. The easyread.drugabuse.gov site is a great example of the blending of written and visual elements.  And, in print - use simple and realistic graphics, supported by a readable font, and a design that uses lots of white space.

With the help of an experienced assessor, carry out usability testing before you go live or go to print. You'll be glad you did.

Put your readers first; put content at the beginning the communications plan; and follow plain language guidelines from start to finish. The results will be satisfying – for you and your users.

Here are more helpful links:

Power of Plain Language Bibliography

Usability testing sites:
www.Online-utility.org
read-able.com (web content)
readabliity-score.com

Sample plain language websites:
easyread.drugabuse.gov                
www.gov.ns.ca/wcat 
www.thewclc.ca/edge                              
www.literacy.ca
sarn.ca

If this looks like the kind of presentation you'd like for your organization, please contact me, Kate Harrison Whiteside at
kate@keyadvice.net or Terri Peters, TLP Training at, tlynnpeters@gmail.com 

Mark Your Calendars for Plain Language Association International's PLAIN2013 Conference in Vancouver - Oct 10-13, 2013. Celebrate with us...Keep searching for PLAIN2013. The website is coming soon.