Subheadline
A secondary line of text beneath a headline that adds context or a supporting hook.
Definition
A subheadline (also called a deck or standfirst in journalism) is a short line of text appearing directly below a main headline that adds context, clarifies the headline's meaning, or extends its hook. The headline captures attention with a bold claim or curiosity hook, and the subheadline delivers the specific value proposition or qualifying context.
Why It Matters
Subheadlines are a high-value copywriting opportunity that many content creators ignore. A compelling headline-and-subheadline combination dramatically increases the percentage of page visitors who continue to read the body copy. For landing pages, a clear subheadline that reinforces the value proposition is one of the highest-impact conversion optimization elements available.