The content of your website: Use relevant titles and subtitles
Internet users scan the contents of a webpage:
they read the title, if relevant – the introductory sentence and / or subtitles, if they arouse interest – the below paragraph, they glance at the images and check the navigation to verify if other sections of the website might peak their interest.
The title should be a summary of the entire page!
Ideally, a visitor knows exactly what the page is about after reading the title
The subtitle reflects what the below paragraph is about.
Even if a visitor only reads the title and subtitles, he will be able to extract all vital information. If this appeals to his interest, he will likely read the rest of the webpage as well.
One theme per paragraph
The first sentence of a paragraph is most important one. Avoid cramming too much information into one paragraph. Elaborate on an idea in a few lines. Add a relevant subtitle. Insert blank lines between paragraphs.
Limit the number of paragraphs per webpage
Be concise and focussed. Remember to position key information at the top, in the first paragraph. If you have to provide additional information, place a link to an underlying webpage where you elaborate on the theme – there is no explicit need to incorporate this underlying page in the site navigation.
Titles, subtitles and paragraphs create a structure on every webpage. When titles and subtitles are provided with an -tag, search engines will index this structure and the webpage will receive a better score.
Next blog post: the content of your website: keywords as foundation for webtexts