When people read your blog articles on the internet, they are skimming them to find the parts of the article that they want to slow down and read. If they do not find anything quickly that interests them, then they are off to your competitor’s site to see what they have on a subject. Therefore, after you have captured your audience’s attention with your heading and your meta description, you need to lead them through the rest of the article.
Try starting subheadings with action verbs whenever possible. This shows the viewer what action you want them to take. It also ensures that you are using an active voice. Choose verbs that your audience is going to understand.
A very useful technique is to use numbers in your subheadings. This is particularly useful if you are trying to show the viewer that you have written a comprehensive guide by employing large numbers in each headline. You can also show viewers that you have created an in-depth guide by using smaller numbers. While the internet is written in AP style, this is one exception where you can use Arabic numbers even if they are smaller than ten.
Your subheadings should be in a logical order. Do not leave the reader jumping back and forth because you will lose them, and they will go do something else. Instead, your subheadings should tell a logical story even if the viewer does not read anything else on the page. For example, you will not want to use a subheading to tell someone to bake the cake in the oven before you have told them to mix together the ingredients.
Each of your subheadings should grab the viewer’s attention. While you may want to write them in a fun voice, it is best to skip puns and clichés. These ideas are often based on an individual’s cultural background, and you want to attract as wide an audience as possible. Be careful and use words that most people will understand. Generally, the internet is written for the seventh-grade reading level and under.
In most cases, you should have a subheading about every 100 to 150 words. In some cases, you may even want them more frequently than that as in this roundup article of tips. Once you have created a pattern with your subheadings, follow it for the whole article. Your subheadings should all be about the same length and start in the same way.
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