Give statement headings to convey key messages

When you write questions as headings, you play out both sides of the conversation. You put the site visitor on the page with you - the site visitor asks the question; you answer it. When you write statements as headings, you assume the site visitor has asked the question. You keep your site visitors in mind and talk directly to them, without putting them on the page with you.

Statement headings work well in the same types of documents as questions. With statement headings, you are making your key messages stand out on the page in large bold or colored type. That's what you see in Figure 10-9, a page about PayPal from eBay's web site.

Short action phrases like f I^J "Stay Safe. Pay With

PayPal" can be excellent headings.

/S But the "Stay Safe. Pay (" ) With PayPal" heading S^y might be in larger type to show that it covers the whole page.

The three main headings f ^J are key messages. Note the key word first, followed by a statement.

The parallelism - that all ( ^J three are statements - _ makes them work very well together.

The lines (rules) under | each heading should be over of the heading instead. That would group the information better.

/^S The buttons to "sign up" f are good examples of

Marketing Moments used well. (See Chapter 6.)

/^S The buttons to "sign up" f are good examples of

Marketing Moments used well. (See Chapter 6.)

Figure 10-9 Action phrases like "Stay Safe" and statements like the three main headings here work very well for some web content.

pages.ebay.com/paypal/buyer/protection.html

Figure 10-9 Action phrases like "Stay Safe" and statements like the three main headings here work very well for some web content.

pages.ebay.com/paypal/buyer/protection.html

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Responses

  • agatino
    How to convey key messages?
    7 years ago
  • pamphila
    How to convey key message in writing?
    6 years ago

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