ScoreMySiteHeadline
A subheadline that repeats the headline
By Caleb Gross · Updated · Based on Jev AI scores of 116 pages
Short answer
Your headline makes the promise; your subheadline should explain how you keep it, in one or two short sentences.
The subheadline is the second most-read text on your page. Many pages waste it by rephrasing the headline (“The easiest way to manage projects. Project management made simple.”) or by stuffing in a list of features.
6.9/10
average headline clarity score across the leaderboard
Why it matters
Visitors who read past the headline want to know if the promise is believable. The subheadline is where you show the mechanism, which is what makes the headline credible.
Signs your page has this problem
- The subheadline uses the same idea as the headline in different words.
- It's longer than two lines on desktop.
- It lists four or more features separated by commas.
How to fix it
- 1
Explain the how
“Connect your calendar, share one link, and clients book themselves. No back-and-forth emails.”
- 2
Add one proof point
A short number or name makes it believable: “Used by 2,000 agencies to send 40,000 proposals.” Only use real numbers.
- 3
Keep it to two lines
If it's longer, move details into the first section below the hero.
Three subheadline formulas
How it works: “[Step 1], [step 2], and [result].” Who and why: “Built for [audience] who [pain].” Proof: “[Result] for [number] [customers] like [name].”
Pick the one that answers the visitor's biggest doubt after reading your headline.
Before and after
Before
Project management made simple. The easiest way to manage your projects.
After
Plan sprints in Slack, track them in one board, and get a Friday summary without asking anyone.
Checklist
- Adds new information the headline doesn't
- Explains how, not just what
- Two lines or fewer
- No comma-separated feature list
Pages that get this right
The highest headline clarity scores on the ScoreMySite leaderboard.
sponsorguard.app
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compressvideoapp.com
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fastministrygraphics.com
Fast Ministry Graphics
Questions
What is the difference between a headline and a subheadline?
The headline makes the main promise. The subheadline backs it up by explaining how it works, who it's for, or why it's believable.
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Your headline doesn't say what you sell
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