Using Subheadings to Improve Website Engagement
When visitors arrive on your website, they often skim through the content instead of reading it word for word. Studies have shown that most users read only about 20% of the text on a webpage.
With such limited attention spans, how do you make sure your message gets across?
The answer lies in the effective use of subheadings. These seemingly simple elements don’t just break up your content, they also guide your visitors, improve readability, and keep people on your site for longer.
Subheadings Create Structure and Flow
Think of subheadings as signposts that guide visitors through your content. When someone lands on your webpage, they’re looking for information quickly. If they don’t find what they need right away, they may bounce to another site.
Subheadings provide structure by breaking down your content into clear sections. They allow visitors to jump to the parts that interest them most, without feeling overwhelmed by large blocks of text.
Let’s say you run a consultancy and are writing a blog post titled “5 Ways to Streamline Your Business Operations.”
You could create a subheading structure like this:
This layout provides a clear roadmap for readers, allowing them to jump straight to the sections they care about.
Subheadings Improve Readability and Scannability
A website filled with dense paragraphs can feel intimidating. Subheadings improve readability by breaking up long sections of text into more manageable chunks.
This makes your content more approachable, encouraging visitors to spend more time on your page.
Think about a reader scrolling through an article with no visual breaks, it’s easy for them to get lost or discouraged. Now compare that to an article that uses bold subheadings to signal new ideas or sections. The second article is much easier to scan, which will help keep the reader engaged and interested.
Readability experts recommend keeping paragraphs short (2-3 sentences) and using subheadings to segment longer sections. This is especially important for mobile users, where large blocks of text can be overwhelming on smaller screens.
Subheadings Enhance SEO and Keyword Targeting
Subheadings don’t just benefit human readers—they also help search engines understand your content better.
Search engines like Google use subheadings to index and rank your content, so properly formatted subheadings (using H2, H3, etc.) can improve your SEO performance.
By incorporating target keywords into your subheadings, you help search engines recognize the relevance of your content for specific queries.
For example, if your blog post is about time management, using a subheading like “Effective Time Management Techniques for Business Owners” can help boost your ranking for time management-related searches.
Just be careful not to force keywords into subheadings where it doesn’t make sense. The flow of your content should still feel natural to readers.
Subheadings Keep Visitors Engaged by Signposting Key Information
Subheadings serve as signposts, helping visitors locate key information quickly. This is especially helpful for readers who are skimming the content.
For instance, if you’re writing a how-to guide on improving website conversion rates, visitors may want to skip to the specific strategy they’re interested in, e.g. optimising CTAs or improving page load times. Subheadings make this possible by clearly signposting each strategy.
This approach helps you meet the needs of different types of readers. Some visitors may want to read every word, while others are only looking for specific tips.
Subheadings accommodate both by allowing people to navigate the content at their own pace.
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Targeted Subheadings can Boost Conversion Rates
Subheadings can be a strategic tool for driving conversions.
How?
By framing your calls to action (CTAs) within subheadings.
For example, if you’re writing a service page, you could include a subheading that contains a CTA to, e.g.
“Ready to Increase Your Sales? Get Your Free Consultation Today”
This subheading isn’t just introducing a new section, it’s also planting the idea of taking action right away. These subtle nudges can help improve your overall conversion rate without coming across as aggressive or too salesy.
Another tactic is using subheadings to transition smoothly into your CTA. For example, a blog post about SEO tips might end with a subheading like:
"Need Help with Your SEO? Here’s How We Can Assist"
By aligning subheadings with the flow of your content, you make the transition to conversion-oriented actions feel natural and compelling.
Subheadings Encourage Visitors to Read More
Subheadings can also be used to spark curiosity. By teasing upcoming information, you encourage readers to keep scrolling and engage with your content longer.
For example, a blog post titled “How to Improve Your Website Design” could use subheadings like:
These subheadings act as mini-hooks that pique curiosity, prompting visitors to continue reading. Even if they’re skimming, these teasers give them a reason to stay engaged with your content.
Subheadings in Longer Forms of Content
For long-form content, subheadings are essential. Whether it’s a comprehensive guide or an in-depth blog post, longer pieces can easily overwhelm readers.
Breaking the content into sections with clear subheadings makes it far more digestible and reader-friendly.
In a long-form piece, subheadings help organise information, ensuring readers don’t lose track. For example, in an eBook or whitepaper, each chapter or section should start with a subheading that clearly explains what the reader will learn next.
Conclusion/TLDR
Subheadings are an underrated but crucial element of effective web copy. They enhance readability, improve SEO, and help keep visitors engaged by breaking content into manageable sections.
Whether you’re writing a blog post, a product description, or a service page, using clear and targeted subheadings can make a significant difference in how visitors interact with your website.
By making your content easier to scan, you’re giving readers a reason to stay longer, explore more, and ultimately take the actions you want them to take.
So, next time you’re writing or editing web copy, don’t overlook the power of a well-placed subheading.