Headlines and Subheadings That Work
Most people read the headline and decide whether to continue. Subheadings then carry the scanners through the page. Together they do far more work than the body text most writers fuss over, which is why they deserve a disproportionate share of your attention.
A clear, specific headline beats a clever but vague one almost every time, because it tells the reader exactly what they will gain by reading on.
What Makes a Headline Work
The best headlines make a promise the page can keep, in language the reader would actually use.
- It promises something useful or relevant.
- It is specific rather than abstract.
- It is honest — the page must deliver on it.
- It reads naturally, not like a riddle.
Subheadings as a Skim Path
Read your subheadings on their own. If they tell a coherent story without the paragraphs between, a busy reader can grasp the whole page in seconds. If they make no sense alone, rewrite them until they do — this single habit transforms how readable a page feels.
A Simple Test
Show the headline to someone unfamiliar with the page. If they cannot tell you what they would get from clicking, it is not finished. It is worth drafting several options and choosing the clearest rather than settling for the first that comes to mind.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.