Often, we try too hard to be creative or clever with our headlines that we ignore better ones that are quite often right under our noses.
If your headline is too confusing, people are forced to scan subheads to get context or understand your point. But that's rare. They will often skip it entirely if they feel they have to work for it.
Subheadlines and headers throughout your copy often include a more attractive idea, provide better context, arouse greater curiosity, or offer more clarity.
Try this: swap subheads with your headline and test it. See if it pulls better.
For example, a headline might be “how to start a profitable online business.” A header might be “follow these 11 tips that can turn any hobby into an online empire.”
Swapping the subhead with the headline in this case will likely pull a greater response.
Michel Fortin is a strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events.