deck

Because it’s the best-read element on the page

Decks — those one-sentence summaries under the headline — do the heavy lifting on web pages.

Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:

• 95% of web page visitors read all or part of the deck.

Choose this type of blurb for feature or benefits head

When you write a benefits head or feature head, your headline doesn’t necessarily explain the angle — or even the topic — of the story.… Read the full article

Choose this type of summary blurb for news heads

Your headline and deck — that one-sentence summary under your headline — are San Francisco real estate.… Read the full article