One of the most underrated parts of the copy of the landing page, if you can master this section, it will establish trust, and get the client to read more of the copy, and even go through with the CTA.

Some clients are bit sceptical and might not buy the value proposition from the headline, so the subheading is the chance to gain that trust.

Why is a well crafted subheading important?

1. Elaborates on the Headline: While the headline grabs attention and communicates the main message, the subheading provides additional context or elaboration. It allows you to further explain the value proposition or benefits of your offer in more detail. ✔️
2. Clarifies the Offer: Sometimes, the headline alone may not fully explain what the offer entails. The subheading helps clarify any confusion or ambiguity and ensures that visitors understand exactly what they will get by engaging with your offer. ✔️
3. Captures Interest: The subheading can capture the interest of visitors who are intrigued by the headline but need more information before deciding to take action. It provides an opportunity to hook visitors and keep them engaged with your content. ✔️
4. Addresses Objections: Visitors may have questions or objections that the headline alone doesn't address. The subheading allows you to pre-emptively address common concerns or objections and alleviate any doubts that may prevent visitors from converting. ✔️
5. Provides Persuasion: A well-crafted subheading can be persuasive and compelling, convincing visitors of the value of your offer and motivating them to take action. It can highlight key benefits, features, or unique selling points that differentiate your offer from competitors.✔️
6. Improves Readability: By breaking up the text and providing a clear hierarchy of information, the subheading improves the readability of your landing page. It makes it easier for visitors to scan the content and quickly understand the main message.✔️

Now we know its importance, what’s the thought process behind a good subheading and how do we create one successfully?

1. Understand the Main Message: Start by understanding the main message conveyed in the headline. The subheading should build upon this message and provide additional information or clarification. ✔️
2. Highlight Key Benefits: Identify the key benefits or value proposition of your offer and highlight them in the subheading. What problem does your product or service solve? How does it benefit the visitor? Focus on what sets your offer apart and why visitors should care. ✔️
3. Be Concise and Clear: Keep the subheading concise and to the point, using clear and straightforward language. Avoid jargon, technical terms, or overly complex language that could confuse or overwhelm visitors. Aim for clarity and simplicity to ensure that your message is easily understood. ✔️
4. Address Visitor's Needs: Put yourself in the shoes of your target audience and consider their needs, desires, and pain points. How can your offer help them solve a problem or achieve a goal? Tailor the subheading to address these needs and communicate how your offer can provide a solution. Remember: The headline is what your offering, the subheading is how you will be offering it and how it solves the problem. ✔️
5. Reinforces the Value Proposition: The subheading should reinforce the value proposition communicated in the headline. It should highlight the main benefit or solution offered by your product or service and provide clarity on what visitors can expect. ✔️
6. Offers Additional Information: While the headline grabs attention, the subheading provides more details about your offer. It expands on the headline's message, addressing any questions or concerns visitors may have and offering more context about the offer. ✔️
7. Aligns with Brand Messaging: Ensure that the subheading aligns with the tone, voice, and messaging of your brand. It should be consistent with your brand identity and reinforce the overall brand message, creating a cohesive and memorable experience for visitors. ✔️

Now for some examples 📈

Good subheadings

Headline: "Unlock Your Financial Freedom with Smart Investing" Subheading: "Learn Proven Strategies to Grow Your Wealth and Secure Your Future" ✔️