Headlines and subheadings are excellent for breaking up content into more easily readable and digestible sections. In addition, headlines and subheadings also work as short “previews” of the next section of content, thereby enabling readers to immediately understand what the upcoming section will talk about and decide on whether or not to keep reading.
Studies have shown as well that many web readers are headline-readers, for the most part. This complements the above studies exposing that people are, for the most part, just skimmers and scanners on the web.
The Washington Post reports that approximately 60% of Americans just read the headlines on the web, whether they’re reading on desktop or mobile.
This ties in perfectly to the short-attention span behavior of your visitors, leads, readers and customers for user experience. When many just read the headlines, it’s your job as a designer to ensure that your content’s headline clearly spells out what readers can expect—otherwise, they may decide not to delve into your content deeper to read more.