Let’s face it – your headline is make-or-break for your content. It’s the first (and sometimes only) thing people see before deciding whether to read further. A killer headline can mean the difference between your content getting ignored or going viral. But crafting compelling headlines can be challenging. It takes skill, practice, and understanding what makes people click.
After years of writing headlines for all kinds of content, I’ve learned what works and what doesn’t. Here are my top tips for writing headlines that grab attention and drive engagement.
My Tips for Writing Headlines
Clarity and Specificity Are Key
Your headline needs to communicate what the content is about and why someone should care. Vague, clever-sounding headlines might seem creative, but they often need to be revised. Instead, be specific about the value you’re offering. For example, instead of “Tips for Better Writing,” try “5 Editing Techniques That Will Instantly Improve Your Writing”. The second headline tells the reader exactly what to expect and promises a clear benefit.
Some ways to add clarity and specificity:
- Use numbers (e.g. “7 Ways to…”)
- Include timeframes (e.g., “…in 30 Days”)
- Name your target audience (e.g. “…for Small Business Owners”)
- Highlight key outcomes (e.g. “…to Double Your Traffic”)
Tap Into Emotions
Headlines that evoke emotion are more likely to get clicks. Think about what emotions your content might trigger – curiosity, excitement, fear, anger, etc. Then, craft your headline to tap into those feelings. Powerful words can help add an emotional punch. Some examples:
- Amazing, incredible, mind-blowing
- Secret, little-known, hidden
- Proven, guaranteed, surefire
- Warning, beware, controversial
Don’t overdo it – too many powerful words can make your headline spammy.
Highlight the Benefit
Your headline should answer the reader’s question: “What’s in it for me?” Communicate the value or benefit they’ll get from your content.
For example: “How to Write Blog Posts” → “How to Write Blog Posts That Convert Readers into Customers”
The second headline tells the reader exactly how they’ll benefit from the content. It’s much more compelling.
Use Proven Formulas
Certain headline formulas have been proven to work well across different types of content. Here are a few to try:
How-To Headlines
- “How to [Do Something] That [Gets Desirable Result]”
- Example: “How to Write Sales Emails That Actually Get Responses”
List Headlines
- “[Number] Ways to [Do Something]”
- Example: “17 Ways to Increase Your Email Open Rates”
Question Headlines
- “Are You Making These [Common Mistake] Mistakes?”
- Example: “Are You Making These Common SEO Mistakes?”
Negative Headlines
- “[Number] [Bad Thing] That Are Killing Your [Desirable Outcome]”
- Example: “7 Website Mistakes That Are Killing Your Conversions”
Optimize for SEO
While writing for humans should be your top priority, you must consider search engines. Include your target keyword in your headline, ideally near the beginning. Just make sure it reads naturally. K eep your headline under 60 characters to avoid getting cut off in search results. You can go longer for social media platforms.
Test and Refine
The best way to improve your headline writing is through testing and iteration. Try writing 5-10 different headlines for each piece of content. Then, test different versions to see what resonates best with your audience. You can use A/B testing tools to compare headline performance. Or simply track metrics like click-through rates, time on page, and social shares to see which headlines drive the most engagement. Pay attention to which types of headlines work best for your specific audience and content. Over time, you’ll develop a strong sense of what clicks with your readers.
Avoid Common Mistakes
As you work on crafting killer headlines, watch out for these common pitfalls:
- Clickbait and over-promising: Your headline should accurately reflect the content. Don’t make claims you can’t deliver on.
- Being too vague or generic: Bland headlines like “Tips for Success” won’t grab anyone’s attention. Be specific and compelling.
- Keyword stuffing: While including keywords is important for SEO, cramming too many will make your headline feel unnatural and spammy.
- Forgetting your audience: Always keep your target reader in mind. What matters to them? What language do they use
Crafting Compelling Headlines: Practice Makes Perfect
Writing great headlines is both an art and a science. Finding the right balance of clarity, emotion, and intrigue takes practice. But with these tips and some experimentation, you’ll be crafting irresistible headlines in no time. Your headline is a promise to your reader. Make it compelling, but make sure you can deliver on it. A killer headline paired with high-quality content is a winning combination that will keep readers returning for more, and it’s a sign of respect for your audience.
