From the moment people land on your web page you only have a couple of seconds to grab their attention before they decide to leave your site again. This means that the first thing the visitors see needs to interest them and make them read more than just the page title. Therefore you need to have attention-grabbing titles and subtitles with an amazing description underneath.
Your page title will most likely be the keyword phrase you are targeting and may therefore not be the most exciting and attention-grabbing title compared to headlines in the newspapers. That is why subtitles are good to grab people’s attention.
Think about what your visitors want when they visit your website. Why did they search for your keyword and what do they need from you. Use the subtitle to lure people in by mentioning exactly what their problem is and what they need. If you for instance have a web page about “how to make a soufflé” you could write in your subtitle something like, “Impress your friends and family with an extraordinary dessert”. This makes it much more personal and relevant to the individual reader and she may be able to relate to the statement and thereby feel that the article was made for her. The reader will therefore be very likely to keep reading since they have been intrigued by the subtitle.
Make a description as the first thing your visitors will read. This will only be a short paragraph and will give people an idea of what your page is about and why they should bother to read it. To continue with the soufflé example, your description could be something like, “Are you tired of serving the same food for your friends or family but don’t think you have the talent or the time to create anything complex? This guide will teach you how you can create a wonderful dessert easy and fast, which will impress even the greatest cook and soon your friends and neighbors will ask you for cooking advise.” Make sure that you know exactly what type of people you are targeting and what their needs are. This will make it easier for you to connect with them and give them the solutions and information they are looking for.
Make sure to grab the attention of your visitors so that they stay on your website and read your content. When people stay on your website for longer periods of time, they are also more likely to actually buy your products, click your ads, subscribe to your newsletter or whatever you need them to do.