Читать книгу Business Writing for the Web - Dan Furman - Страница 17

I have two subheadings here: “Crisp, succinct business writing for companies of any size,” and “The Clear-Writing Difference.” These are less hype-filled than my template samples, but they are also decidedly more “story” in nature than just boring old “here’s what’s next.”

Generally, the thought behind the “story subheading” is to use it to somewhat advertise your company or services. In other words, the first subheading in the preceding picture essentially tells you that I have crisp, succinct writing (and, let’s face it, who wouldn’t want that?) So it announces what’s next (well, sort of — it tells them my writing services are next), but it really drives home several points for me. The second one says that Clear-Writing is different, and also announces that I’m now going to tell you those differences.

Plus (and I’m going to break a small rule and get a teeny bit technical here), the subheadings are H2 HTML elements. So using the term “business writing” in the first one helps me with SEO (all of my subheadings are H2s. If you don’t know what an H2 is, just tell your web person to make your subheadings H2s, and try to get some keyphrases in some of them).