A headline is the first thing a potential reader sees. It has to do more than just attract attention and be eye-catching, it must also promise some kind of benefit for the reader that will encourage them to engage further with your content.
The best way to do this is by making a bold claim, using a question or asking a provocative statement. You can also use finality style words like ultimate, only, guaranteed etc to generate a sense of urgency in your readers. A great way to attract attention is to create a headline that makes the reader do a double-take and question whether it’s even possible, similar to how national magazines do it.
Another approach is to write a list-based article or content with a numbered headline format. This type of headline promises a structured read and is highly effective for online readers who often skim through content.
If you want your reader to take action, use a call-to-action headline and make sure the copy reflects the benefits of doing so. Whether it’s a button to sign up for a newsletter, a link to download a free white paper or an incentive for a survey completion, be clear about what you’re offering in your headline.
Regardless of what approach you take, it’s important that your headline fits with your brand voice and is adapted to its context (for example, as a social post or a search engine result). Use this guide to test out different approaches and to develop an understanding of which headline types work best for you.
