What is Subheadline?
ELI5 — The Simple Version
Think about a big billboard for a new movie. The huge letters shout, 'Blockbuster Hit of the Year!' That's the headline. Right below, there's a smaller note saying, 'Starring your favorite actors and now in 3D!' That's the subheadline. It gives you extra details that might make you want to see the movie even more. The subheadline is like the extra nudge that makes you curious enough to buy a ticket. It adds more flavor to the main message and might point out something cool you didn't know, like the 3D feature. Why is this important? Just like that movie billboard, a good subheadline on a website can help decide if someone wants to stay and learn more or leave. It gives visitors a clear reason to stick around, making your message clearer and more exciting.
Technical Deep Dive
Definition
A subheadline is a secondary line of text on a landing page that appears directly below the main headline. It elaborates on the headline's promise, adds specificity, or highlights a secondary benefit, creating a cohesive message that engages visitors.
How It Works
- 1.Placement: Positioned directly below the headline, it captures attention immediately after the initial hook.
- 2.Content: Provides additional details or benefits related to the headline's claim.
- 3.Purpose: Reinforces the main message, encouraging visitors to continue engaging with the page content.
Key Characteristics
- Conciseness: Delivers essential information succinctly.
- Relevance: Directly related to the headline's promise or the page's main offer.
- Engagement: Designed to maintain interest and encourage further exploration.
Comparison
| Term | Definition | Purpose |
|---|---|---|
| Headline | Main text at the top of a page | Captures initial interest |
| Subheadline | Secondary text below the headline | Expands and clarifies the headline's message |
| Call to Action | Text that encourages users to take a specific action | Converts interest into action |
Real-World Example
A/B testing by Unbounce demonstrated that adding a subheadline with a specific benefit, such as 'Join 10,000+ happy customers,' increased conversion rates by 8%.
Best Practices
- Align with Headline: Ensure the subheadline naturally follows and complements the main headline.
- Be Specific: Use clear, specific language that adds value to the headline's promise.
- Test Variations: Use tools like Optimizely or VWO to test different versions and determine which performs best.
Common Misconceptions
- Longer is Better: A longer subheadline doesn't mean more effective. Clarity and relevance are more important.
- Not Necessary: Some think a headline is enough, but a subheadline often makes the message clearer and more compelling.
- One-Size-Fits-All: Different audiences may respond differently, so customization can be key.