Action titles

Before and after

**Noun heading**: Customer retention. (Body text explains that churn is high on monthly plans and annual plans perform better.) **Action heading**: Churn is 4pts higher on monthly plans. Move them to annual.

**Noun heading**: Competitive analysis. (Body text describes two competitors with lower pricing.) **Action heading**: Two rivals undercut price by 18%. Match on SMB only.

**Noun heading**: Next steps. (Body text lists approval timeline and budget owner.) **Action heading**: Approve the cut by Friday or we miss the Q3 budget freeze.

**Noun heading**: Survey results. (Body text reports that buyers didn't see a key slide.) **Action heading**: 42% of buyers never saw the ROI slide. Put it on page one.

The test

Cover the body text and read only the headings. Can you make the decision from the headings alone? If the answer is no, the headings are chapter labels, not insights.

Good action titles make the page skimmable at high speed. A client opening your link between meetings can read six headings in fifteen seconds and know your position. That's enough to forward it to the right stakeholder with context, even if they haven't read the full page yet.

Why this matters more on a tracked page

Docfarm's analytics show you time per section. When headings are generic ('Market analysis', 'Options', 'Appendix'), the data just tells you the client scrolled. When headings are insights ('Paris CAC is 2× Amsterdam', 'Cutting France saves eight weeks to profitability'), you know which argument held their attention.

Action titles also front-load the logic into the table of contents. A page with in-page navigation turns the TOC into a miniature exec summary. The client who clicks the TOC link already knows what that section argues before they scroll to it.