A Guide to Writing your Web Content – Part Three: Sub-Headings

So far in our ‘Guide to Writing your Web Content’ series we’ve explored writing headlines and introductions. In this article we will focus on sub-headings. Sub-headings have many benefits including enhancing the appeal of your copy to improving your rankings in search engines, however their importance is often overlooked. We will explain more about the importance of sub-headings below.

What is a Sub-Heading?

A sub-heading is a secondary title given to a sub-section of a piece of writing, such as a web page or article. Sub-headings give your audience an easy way to scan your copy to determine its relevance to them.

Sub-headings should be used to highlight the benefits of your article to the reader, getting across the purpose of each section of your copy or promoting what you are trying to sell.

Sub-headings are an excellent way to enhance your rankings in search engines. Include sub-headings as H tags using keywords and phrases relevant to the article and your business.

Considerations when Writing Sub-Headings

  • Sub-headings should be used to keep content well organised.
  • Keep sub-headings approximately the same length.
  • Sub-headings give your readers the opportunity to scan your copy quickly to establish whether your content is relevant to their needs.
  • Adding sub-headings ensures an article is easy to navigate.
  • Include keywords in your sub-headings for search engine optimisation purposes.
  • Make sub-headings, that include keywords or phrases, H2 tags.
  • Spacing sub-headings evenly throughout your copy ensures readers can identify the message you are trying to deliver.
  • Inclusion of sub-headings breaks up the copy to enhance its visual appearance.
  • Adding a sub-heading every 3 to 6 paragraphs ensures you don’t kill an article with too many sub-headings.
  • Ensure you use the same font, size, style to write your sub-headings.
  • Write sub-headings after you have completed your copy.

Sub-headings need to be used efficiently to ensure readers are informed. Using clear concise wording is vital to ensure readers aren’t misled and will continue to read on.

Ensuring sub-headings fit the tone of your content is important to ensure you attract the relevant audience. Keeping sub-headings unique and targeted to the audience you want to reach will ensure that when readers scan your content vertically, as online audiences tend to, that they will in fact return to the top to read the article in its entirety.

Writing Sub-Headings for SEO

Using keywords in your sub-headings and making these heading tags will help you achieve better SEO results. Heading tags (H1 to H6) are part of the HTML coding for web pages. An H1 tag is usually the most important, most prominent heading on the page and an H6 tag is the heading with the least importance.

Headings are vital to search engines such as Google as they help provide understanding of the subject of your content. There is usually only one H1 tag – this is often the title containing the most important keywords regarding your copy. You can have multiple subsequent H tags, which are used for sub- and sub-sub-headings.

Search Engine Optimisation Princes Risborough

The next part of our series will discuss the use of Call to Actions, which intend to convince readers to carry out an action upon reading your article. At Web Design High Wycombe, we offer content marketing and search engine optimisation services in Princes Risborough and surrounding areas. To get in touch with us call us on 01494 356 778.