How many times have you clicked on a blog with a compelling title and then been greeted with an uninviting wall of text?
I have experienced this countless times. On each instance I have closed the window with my interest in the blog closing just as quickly. Even if the content of your blog is brilliant, presenting it as a block of text is a sure-fire way to render it unreadable.
Correct use of subheadings is one of your most valuable weapons when it comes to creating compelling blog posts for a number of reasons:
Hook visitors right from the word go
Every reader is guilty of skim-reading.
When opening a blog, most people will quickly look for key words and phrases, then decide if they want to read it in depth. An engaging subheading will explain what you are about to expand on in your next section. If your subheading is good enough, a scanner will become an engaged reader.
Improve digestibility
Looking at a huge block of text and trying to read it can be difficult for even the most patient readers.
The majority of people who access your blog will not be 100% focused on it. Splitting up your article into multiple pieces makes it much more accessible to the reader. It gives them the option to read the only the parts that interest them; or to read certain sections, then come back later.
Provide a clear direction
When writing essays at school, I used to start with my conclusion, then come up with an appropriate number of supporting statements. These would then be arranged in logical order, written and then linked together.
I use the same framework when writing blogs. If you come up with your subheadings first and order them correctly, your blog will read like a story. This increases readability and makes your piece more compelling.
Banish writer’s block
Getting started on a new blog can be difficult. I have lost count of the number of times I’ve written my title then stared at the blank page, unsure of where to begin. Coming up with your subheadings helps you to organise your thoughts, and simply gets something down on the page. This in itself is often enough to get yourself into a writing rhythm.
By now, you should be beginning to consider using more subtitles in your own blogs. So, how do you write them?
Here are some simple tips:
Keep subheadings concise
In your battle against viewers scanning and then disregarding your blog, saying what you want to say concisely is very important. Give your readers what they want and give it to them quickly. Full sentence subheadings that cannot be read quickly and they lower accessibility – something your subheadings should work towards improving.
Don’t try to be funny
Puns and plays on words can be great for titles. They are not so great for subheadings. Give your readers what they want in the plainest terms possible. Again, this makes your piece easier to read in a hurry.
Get the order right
Even if you don’t mean it to, the order you present your subheadings always credits those at the top with higher priority. As a result, place your most important points at the top; grab your readers’ attention from the start and they will go on to read the rest of your article.
Link back to your title
Great subheads act as an extension of your blog title. Many bloggers make the mistake of putting all of their energy into creating a gripping title, then add subheadings as an afterthought. Put real thought into them, and your effort will be rewarded with increased reader engagement.
Getting your blog recognised by search engines is one thing; encouraging people to read it is another entirely. Strong subheadings are one of your best weapons against reader apathy. If they work, readers will actively share your blog and are guaranteed to come back for more.