If users scan past your headings, all is lost: your users haven't bothered to read your page. But if you use headings, your content becomes scannable and encourages reading. Here's how to write headings and leading sentences that inform and entice readers.

Detailed Headings

Detailed headings not only make scanning your content easier, but they can promote your page's message at the same time.

State the big benefit. One of the first techniques you should always explore is transforming your major benefit into a heading. After all, your number one selling point should be up front. It stands the best chance of selecting the right audience and preparing them to respond. Plus, if they read nothing else, they have at least seen the best selling point you have to offer. If you have trouble writing this kind of headline, it’s a sure sign you need to think a bit more about your product or service. Copyblogger

Examples:

CFP® + Master's Level Experience

The Online Master’s program in financial planning is focused on not only preparing students to sit for the CERTIFIEID FINANCIAL PLANNERTM examination but on providing students with a master’s degree level experience that goes beyond the certificate education level and explores the financial planning profession.

Classes with Top Faculty

The degree requires 36 hours for completion and consists of 12 classes offered in 8-week blocks over the course of two years.  Classes will be taught by experienced faculty with advanced degrees and recognized industry credentials.

Basic Headings

Basic headings are simply 1-4 words that summarize the paragraph. Using the examples above, the "CFP®" heading could simply be "Focus" and the "Classes with Top Faculty" heading could be just "Classes." 

Formatting

When formatting headings, heading2 is the best in the Body field, while heading3 (slightly smaller) is best for the side fields (Highlight Box, Side Items). View the thumbnail below to see where you format headings.

Sub-topic Formatting

If you have a sub-topic under a heading like this one, then you would use a heading one number less than its parent. So while "Formatting" is a heading2, "Sub-topic Formatting" is a heading3.

Fancy Formatting

In the old days you'd have all sorts of colors and sizes, and you'd design fancy headings to make your page stand out. Don't do that anymore. Now we want pages looking consistent and easy-to-scan, so follow the basic heading hierarchy. This also allows us easy management of all headings as we update the website's look.

Simply apply heading2 or heading3 to make headings.

Don't bother with bold, underline, italics, or other styling added to headings.

What about Heading1?

As you have noticed, headings are hierarchical. Why do we "start" with heading2? Because Heading1 is automatically added--it is the title of your page.