Headings

Headings need to be descriptive and specific, not generic.

People scan a page and often look at headings first. They decide if they are on the right page or not by your headings. The 'right page' is whether they are going to get their answer or not.

The H1 heading is what people will see in the search results.
It is the first interaction you will have with your audience and will determine if they are going to give you more than 3 seconds of their time. Use it wisely.
Be clear, concise and to the point. Action-orientated headings work well.

Front-loading headings
We (Content Design London - CDL) advocate statements rather than questions in headings and putting the keyword first, where possible. Reason is: if people are scanning down a page it's faster if you put the word people are looking for at the front of the sentence. If you lead with a question, you can't front-load, you have to start with who, what, when, where, why. This takes time for our audience to read.

Example:

Why front-load your headings?

Front-load your headings.

You get to the crux of the information much faster.

Page structure
Using headings gives your page structure and hierarchy. If you take all the user needs for a journey, work out the channel, format and page, you can structure those needs into headings on the page to indicate importance or process.

Example:

Title: apply for a thing
Subheads: eligibility, application, if something goes wrong, appeal

In the example above, you can see the whole process you need to, or can, go through.

Amusing headings
Headings can reflect a tone and can be engaging.
Play-on-words, idioms, colloquialisms etc can all be hard to decipher for those with English as a second language or reading challenges. Understanding the value of the content, the channel it is on and the audience you are trying to reach is important when choosing what type of heading to use.

Evidence
2009 post by Gerry McGovern: http://gerrymcgovern.com/writing-killer-web-headings-and-links/
NN group writing headings:https://www.nngroup.com/articles/headings-pickup-lines/
First F-shaped pattern study by Jakob Neilson: https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content-discovered/
Updated version with different reading patterns: https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
According to Luke W, 11% of people start scolling in 4 seconds if the page has loaded. 9 seconds if it hasn't.
https://twitter.com/lukew/status/629694224535957504/
Another post about scrolling: https://www.lukew.com/ff/entry.asp?1946
NN Group, scrolling and attention: https://www.nngroup.com/articles/scrolling-and-attention/
https://yoast.com/how-to-use-headings-on-your-site/
https://support.google.com/webmasters/answer/35624?hl=en

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