Читать книгу Business Writing for the Web - Dan Furman - Страница 15

The Home Based Income subheading lets you know about what that paragraph talks about. The System one talks about … wait for it … the SYSTEM. And the Instructions one lets you know instructions follow.

Okay, these are pathetically boring, bad subheadings. Unlike my general opinion on headlines, I like almost all of my subheadings to be a little jazzy. I almost NEVER use what I am calling the informational subheading. Oh, it does have its uses from time to time (e.g., the subheading Company History before the company history), but I’d say 80% of the time, I like to use what I call the Story Subheading. A story subheading (my term for it) generally tells more of a story. It’s probably easier to just show you what I mean.

Here’s an example of the Story Subheading, using the exact same page I did previously. The only thing I changed are the subheadings. You tell me which one reads better at a glance (see Sample 3).