Headings and subheadings, those unsung heroes of copywriting, are the key to making your content readable, relatable, and persuasive – especially in long-form work.

They break up the monotony of long-form articles and blogs and keep your readers hooked and your copy on point.

So, let’s look at why subheadings and headings are so important in a copywriting context.

We will discuss some of the SEO considerations of subheadings at the end of the article so make sure you read to the end!

Why do subheadings and headings matter?

Headings are a trusty guide to your copy, showing the reader the structure and progression of your work.

They’re like the GPS of your content, steering readers in the right direction and even allowing them to skip over the bits they aren’t interested in.

Imagine if this entire blog had no structure – just one big block of text – it would be maddeningly unreadable for the reader and confusing enough to write too!

In terms of SEO, headings also allow Google’s bots to crawl pages more easily, providing a higher overall SEO score to your webpage.

Focus on readability first

Readability isn’t just important for your audience, it’s a key metric of how Google ranks websites – so it’s important to get it right!

“Headings determine the structure and hierarchy of your content so they are very important for both the accessibility and the general readability of your content.”

Imperial College London

Here are some other reasons to use headings properly and in the right context:

• Navigation: Ever feel lost in a sea of paragraphs? Headings and subheadings carve out a path, letting readers glide through your content hassle-free. Think of them as the tour guides of your copy – making the journey enjoyable and, most importantly, not a labyrinth of confusion.
• Hook, line, and sinker: Crafty headings are the gatekeepers to your content. They wink at readers, beckoning them to dive deeper. A killer heading isn’t just a label; it sets the vibe, luring readers into the heart of your piece. It’s the trailer to your blockbuster content – intriguing and leaving them wanting more.
• Bite-sized brilliance: Headings and subheadings slice your content into digestible chunks. Perfect for the scanners – those who skim before committing to a full-on read.
• Spotlight moments: Headings ensure your audience doesn’t miss the juiciest bits. Clever emphasis keeps readers engaged, making sure your message hits home.

Crafting headings that engage your audience

So how should we go about crafting headings and subheadings? What makes them stand out?

“They help the content come together for clarity. Not only are they visually important but they help with navigation.”

MailChimp

• Keep it clear: Headings need to be crystal clear. No riddles here – readers should get the gist of your article at a glance. Ambiguity is the enemy; clarity is your best friend.
• Keep it consistent: Consistency is the glue holding your headings together. Stick to a hierarchy. A smooth flow boosts comprehension and adds that professional touch.
• SEO: Keywords are your secret weapon. Sprinkle them in naturally, like herbs in a pasta sauce. SEO-friendly headings boost your content’s visibility in the vast online world.
• Spark curiosity: Your heading should be the opening line to a great story – it sparks curiosity. Pose questions, drop a teaser, and make readers think, “Well, now I have to read this!”
• Creating action: Your headings need action. A bit of urgency or a clear call to action nudges readers to continue reading.

The role of headings in SEO

Headings are a very important aspect of the SEO equation and without them you cannot hope to get your page’s ranking improved.

“Search engines still rely on headings to understand the content of a page and its relevance to user queries.”

Optix Solutions

• Creating a hierarchy : Search engines are like digital detectives, and headings are their clues. Proper H1, H2, H3 usage helps them decode your content. It’s like leaving breadcrumbs for Google – and a better index means improved rankings.
• Keyword inclusion: Headings give you a great opportunity to bring in your SEO key phrases again – just be careful not to stuff them in unnecessarily. Let keywords blend seamlessly into your headings for that perfect harmony and good SEO score.
• Readability reigns supreme: Google loves content that’s easy on the eyes. Clear headings aren’t just for readers; they’re for search engines. Boosting both readability and SEO.
• Optimising for mobiles: In the era of smartphones, your headings need to be multi-platform compliant. They should look sharp, clear, and maintain their function on smaller screens.

Final thoughts

Headings are incredibly important and a necessary skill for beginner copywriters to master regardless of the content they are creating.

Headings boost your readability, flow, structure, and SEO score so they are a multifactorial benefit when you have the skills to get them right.

The easiest way to learn is to simply practice writing and remember to include them where you can.

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