Subheadline
A subheadline is the secondary line directly below the headline that expands on the main promise with added context, proof, or a how.
In depth
A subheadline does the job the headline cannot afford to: it adds the specifics, the timeframe, or the credibility detail that would make the headline too long. Where the headline grabs attention with a bold promise, the subheadline lowers the visitor's skepticism by explaining how the promise is delivered or for whom it is intended. A frequent pitfall is using the subheadline to merely repeat the headline in different words, which wastes prime real estate and creates a sense of redundancy instead of momentum.
Within a quiz-funnel page, the subheadline is where you state the mechanism and remove friction, such as how long the quiz takes, that it is free, and what personalized result the visitor walks away with. This is the moment to convert curiosity into a click on the start button, so it should reduce perceived effort while reinforcing the value teased in the headline. Done well, the headline and subheadline operate as a pair: one sparks desire, the other makes acting on it feel safe and easy.
Example in practice
Frequently asked questions
Does every landing page need a subheadline?
Not always, but most benefit from one. If your headline must stay short to hit hard, a subheadline lets you add the proof or specifics that would otherwise overload it.
What should a subheadline contain?
It should add the how, the for-whom, or the proof, things like time required, who it is for, or a credibility point. On a quiz page it often states how long the quiz takes and what result the visitor receives.
How is a subheadline different from benefit bullets?
A subheadline is one continuous sentence that supports the headline, while benefit bullets are a scannable list of separate advantages. The subheadline frames the offer, the bullets enumerate its payoffs.