A subheading is a mini-headline or text that is found under the main headline to give further insight or support for the headline. It is a title underneath the main title, or above a specific section of writing. Subheadings are smaller than the main heading but larger than the text that follows. They are used to entertain, add shock, or hook readers to make them want to know more, but the subheading guides the reader to keep reading or scanning the information. Subheadings are also designed to keep the readers attention and can talk about the benefits someone will gain from the product or service. They should be useful and unique, and short subheads are best. The very first subheading should be the most engaging, and subheadings should be used throughout the content to keep it scannable and readable. Subheadings should keep things moving in a parallel structure, and the length should also be similar. The best practice for effectiveness is to keep them at 70 characters or less within the content. When using subheadings, use just enough persuasion to keep the reader interested while telling them just enough. Subheadings directly under the headline should be 10 to 30 words at the max, and most subheadings are twice the length of the main headline.