One part of every web page that can be a little confusing for many people is the main heading. It’s the one large piece of text, just a few words, that is featured in a prominent location somewhere on the page. Far too often, I see sites and pages that are attempting to do too much with their headings or H1 tags. The role of those headings is actually pretty simple.
The role of the heading isn’t to sell the product or service, nor is it to explain the whole page. A successful heading will simply grab the reader’s attention and make him or her want to read the full page. It’s really that simple. Sure, it is possible for a heading to sell a company’s product or service, but for many businesses, it’s going to take more than simply a heading to get the job done. The heading should be there simply to generate interest and get the reader to scroll down the page.
If you’re looking to have better headlines on your site’s pages, here are a couple of things you can do. First, you need to understand which problems your user is having and how the information on that page will solve that problem. What pains or problems are they currently experiencing that the information or product offered on that page will solve? Once you know that pain or problem, write out the headline using no more than five words. If it’s more than five, there’s a good chance that a lot of people won’t pay much attention to it.
If you can find a way to work in an emotional or pain aspect to the problems you are looking to address, you’ll be able to connect with your reader in a way that will leave them needing to know more. The sale can be made in the next couple of paragraphs or the next chart or image – but not through the heading. Use the heading to grab the reader’s attention to encourage the user want to read the page.
While proper use of headings (or H1 tags) can be puzzling for many people, they don’t have to be. It may help to think of a heading on your page like a headline in a newspaper: it’s there to quickly grab your interest and make you want to read further. Short and to the point is the key here.
If you need help with headings or any other issues you may be experiencing with your website, feel free to reach out to us here at Full Scope Creative. We’d be happy to help you reach your customers in the most effective ways possible.