Put the hot stuff up top with the 1-2-3-4 test
Web visitors spend 74% of their time on the first two screens, just 26% on all remaining screens, according to the Nielsen Norman Group
So don’t blow your top.… Read the full article
deck
How to write a summary deck headline (examples!)
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
Why write a multi deck headline?
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.
How to write a secondary angle deck headline
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