Writing headings for the web

As we have mentioned time and time again, web users are impatient and unconventional folk with short attention spans who tend to scan pages on the internet rather than read them as you would with a newspaper. So, with this in mind, how do you grab their attention in the first place?

Well, when it comes to writing effective content for your blog and other web pages, it is highly important that you get your headings right. While there are many other things you also have to bear in mind, a good heading can be used to draw in interested readers and more importantly (if you run a business with an online presence) potential customers.

Over the course of this blog article, we will be looking at the key areas related to headings and the numerous ways they can be used to your advantage. This includes the use of sub-headings which are also important when used as signposts to lead the reader on to the next topic you wish to discuss.

Get the first few words right

Firstly, it is worth mentioning that no matter what type of heading you want to use to describe the contents of your article, whether this be a news piece or ‘How to’ guide, it is crucial to ensure that the start of the heading has been considered very carefully.

Research has been carried out by Jakob Nielsen, a web usability consultant, who carried out eye tracking studies on headings and links back in 2004. He found that “for headings-especially longer ones-it would appear that the first couple of words need to be real attention-grabbers if you want to capture eyes.”

It is all about the promises you make

The functioning of headings on the web is not too different from the usage of links. They are there to perform the duty of enticing users to continue with the article further by reading the rest of the content which offers them what was promised in the title. Or, in the case of a link, tempts them into clicking through to further content, assuring the user they will find what they are looking for there.

These signposts should therefore not be used to mislead or trick users as this will break the bond of trust between the interested reader and the company providing the content. Over time you can build up quite a loyal following from readers who see your site as an authority in your industry, but you can quite easily destroy all you have worked for by overpromising on your headings. Readers may not give your site a second chance.

The format of your headings

It is a commonly held belief in the world of web writing that headings should not really be any more than eight words long. If you take a quick look at the latest news headings on Google News for instance, you should find that most of them are eight words or less.

Don’t try to be too clever

By this I mean that you should treat your readers with a certain degree of respect. Most people nowadays are used to reading marketing and advertising speak and hate to see cliché-ridden content. But this does not mean that they cannot be action orientated. So, please repress your urge to write cheesy headings; they may seem quite catchy to you but could be a real turn-off for other web users.

Get to the point

Instead of coming across as too smart for your own good, you need to be clear and concise. Any vague and obscure headings will certainly not encourage readers to click on your article or continue scanning down the page. You need to succinctly describe what the essence of the article is all about.

Conclusion

In conclusion, you should write a compelling heading that focuses on the things that your customers and readers really care about and delivers on its promises. As I have stated above, when it comes down to headings for web writing, get to the point quickly – and be specific. Be sure to also use sub-headings to act as signposts, leading the reader through the article.

Daniel Higginbotham
Content Writer