Every web content writer is aware that online readers scan web pages instead of reading them thoroughly. The readers go through the content quickly and pick up the relevant words and phrases that contain the information they are looking for. So, as a writer you can expect online visitors to browse through your work in some seconds! You can do little about this tendency of the readers. What you can do is attune your writing style and use of embellishments in a way that gets your message through without stretching the fragile attention of the readers. Just like you will do justice to your content with the use of smart headlines, the use of subheadings will offer you purchase as well.
Why must you write subheadings in your web content copy? There are many advantages of using subheadings and the most basic of them stems from the reader psychology explained above. Because the readers are scanning through your content, subheadings help them find what they want, even if they are reluctant to read through the entire content. They can quickly find what they are looking for, read the information you have provided and move on. If they are interested in reading beyond, your web copy is on their screen anyway.
Sometimes the reader is informed about much of the web copy that you have written. It may be that he wants to know only a portion of the web copy to fulfill what he is looking for. Subheads allow him to get to that elusive point quickly. This kind of content reading is very prevalent on the Internet. Online readers are repelled by paragraphs lined up one after another without any subhead to lead the way. When the reader scrolls down, he is easily fatigued at the sight of the effort he needs to put in to find what he’s after. Subheadings reduce this sense of fatigue immediately because you have already broken up your content in digestible and accessible subparts. This is a smart way of informing online readers without taxing their minds unnecessarily.
Subheadings provide you with an opportunity to plug in keywords organically. Web content writers are often faced with the difficult task of inserting keywords without disturbing the flow of content. That is not always possible in the body of the content. Subheadings can be exploited for this purpose. Search engines find it easier to index content when they come across subheadings that make use of keywords deftly. While composing subheadings, try to use the keywords towards the beginning. Other than favoring the search engine crawlers, online readers scanning through your copy will also find these words popping up and helping them to locate information.
Writing quality subheadings is an advantage for content that is shared on social media platforms. As you know, the search algorithms of social media networks have a similar mechanism as search engines. When you write keyword-rich subheadings, you are likely to bag the top ranks for relevant searches. That will help your web page get more readers.