Market in Motion Blog


Making Your Content More Readable with Headers and Subheads

Content, Design, Website 0 Comments

shutterstock_252367738As marketers, we spend a lot of time on our website content and blog posts because we hope that every visitor will read it all. The truth is, though, that in the world of web reading this isn’t the case. Instead, visitors scan pages and look for key points right away instead of reading it like a book or newspaper.

This is both good and bad news for web writers and marketers. The bad news is that some of your content will go unread. It’s inevitable. The good news is that when you know how to lay out your content, you can emphasize key points and make it easy for your readers to get what they are looking for.

One common way for advisors to lay out important points on their website and blog posts is by incorporating headers and subheaders, which break up the text and make it more scannable.

What are headers and subheaders?

Before you dive into using headers and subheads on your website, you must first understand what they are. Headers are the main titles, such as the title of a blog post or the title of a webpage. Subheaders are the secondary titles writers and designers use for more minor points on the page.

In terms of design, headers come in categories. Header 1, or H1 is the largest header on the page. H1 should only be used once on a page as a title. The second largest is Header 2, or H2, which is used as either a secondary header or the main header when H1 is too large. They continue to descend with Header 3, or H3, Header 4, or H4, and so on.

FMG Suite users can find the heading options for text on their website in the toolbar on their homepage (for Basic users) and custom pages (for all of our sites).

How are they used?

Once you understand what headers and subheaders are, you can understand how they are used. There are countless ways to use headers and subheaders on your website or blog posts, but below are some ideas:

  • Use H1 to title your page or post.
  • Use H2 or H3 to differentiate the services you offer or to break up your text and emphasize key words, such as what makes your practice unique or the steps of your process when working with clients.
  • Use H3 or H4 to highlight important bullet points.

These are just a few of the ways that headers and subheaders can be used. Remember to keep them short and concise, clear, and keyword heavy. They are going to be the first things a visitor sees when they come across your site, so make sure that they pack a punch and answer your viewer’s questions.

In addition to the wording of your headers and subheaders, the design of them can also be used to your advantage. Some simple ways to make your section stand out include making headers a different color, making them big and bold, and keeping the font simple. Most of our Exclusive themes offer styling to the header options already, but going that extra step may be beneficial.

What are the benefits of using headers and subheaders?

Like already stated, headers and subheaders make it easier for visitors to scan your content and find the information they are looking for. When reading your content is an effortless process, they will be more likely to read future posts or come back to your site. Scannable, simple content is key to web writing.

Another benefit of breaking up your content with headers and subheaders is that search engines can track them and come up with keywords for your content. The language behind websites, HTML, is how search engines read a page to find keywords. By adding headers and subheaders, the HTML registers those ideas and they come up higher on results. For example, if a header on your services page is about income planning, search engines could read income and planning and bump up your content.

There are always new things to learn in the world of web writing and headers and subheaders are a core element that can benefit your content. Check out one of our Basic themes to see headers and subheaders in action.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite