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 certified digital marketing expert and renowned copywriter who specializes in a unique combination of SEO, CRO, and UX to 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 has worked with thousands of businesses ranging from individual entrepreneurs to enterprise-level multinational companies. He's the author of two top-selling books and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.