The purpose of a secondary headline is to support the claim of the primary headline. That being said, not every post-click landing page requires a secondary headline. When the main headline is too long to look appealing to visitors, a secondary headline makes an appearance.
If you choose to include a secondary headline, make sure it:
- Is relevant to the main headline
- Reinforces the primary headline
Let’s look at two secondary headlines to demonstrate:
GetResponse uses a secondary headline stating how many customers, countries, and subscribers that currently use the “world’s easiest email marketing” software.
Outbrain uses a secondary headline to expand on their primary headline so that it doesn’t look too long or minimize its impact.