Your subheads should accomplish the following goals:
7. Connection: Ideally, your subheads should drive home the point made in your headline or reinforce whatever idea you are trying to prove.
8. Qualify: Your subheads should also narrow your audience by adding qualifications.
9. Intensify: Whichever emotion your headline is designed to emit from your audience, your subheads should amplify that emotion.
10. Push: Your subhead should push the reader further into the article to answer a question or find our more information.
11. Scannable: Your subheads should be as evenly spaced as possible in order to break up your text for your reader. Avoid big chunks of text!
12. Benefits: Your subheads should work to further highlight the point of your article, and the benefits of the service or product you are selling.