News Courtesy of MarketingLand.com:
Am I communicating value with my headline and subheading?
A good headline and subheading should make a strong value proposition to your potential customers. After all, if you want people to stay and convert, you need to give them a reason to stick around and consider your offer.
The best way to do this is to focus your headline and subheading on how your business or offer will improve the lives of your potential customers. So, instead of saying something generic like “industry-leading software,” it’s better to say something more along the lines of “Close twice as many deals with our sales software.”
Out of the 15 questions that Marketing Land advises you should ask yourself, the one in the above snippet stood out the most to me. A good headline and subheading can make all the difference when it comes to getting the attention of visitors. It’s similar to how a title tag should be written. That old cliche of making the reader want more is still an effective way to get clicks.
Bland titles such as “WordPress Setup and Configuration” aren’t really going to resonate with a mass audience. If you re-phrase that to say “How to Install WordPress in 5 Easy Steps”, you’re telling potential visitors what to expect. The 5 easy steps define the boundaries and scope of the article so that the reader has an idea of the process before even reading the first sentence.
When it comes to SEO, you primarily have your title tag and meta description to use as tools to captivate these potential visitors. With the addition of rich snippets that can be expanded further to help increase click-through-ratio. However, if the content on your landing page isn’t matching up with what was displayed in the search engines, people will hit the back button and keep searching. That’s why it is important to offer something of value to keep their interest.
Yoast’s SEO plugin has certainly helped me structure my content not just for SEO but for readability. They recommend less than 300 words should be used before using another sub-heading. For good reason, because many readers like to skim around or return to an article to find a specific point. Having headings and subheadings properly distributed will make it an easy way to locate parts of that article they are seeking. Keeping all of these guidelines in mind will help you retain an audience.