A text stands and falls with the headline – because apart from teasers and possibly photos, the headline is initially everything that the user sees on a homepage. Within a few seconds, he decides whether he finds your article interesting and clicks on it – or ignores it. With these 10 tips for writing headlines, you are guaranteed to keep potential readers interested.
Click-strong headlines – this is how it works
A successful headline has to do two things at the same time: attract attention and provide information. Read the following list to find out what else makes a good headline:
1️⃣. Clarity before originality
Formulate your headline clearly and unambiguously and in such a way that everyone understands it immediately. The headline must be able to stand on its own. The reader should be able to figure out the text content from the headline without any prior knowledge.
2️⃣. The shorter, the better
Not only with regard to search engine optimization, the motto for headlines is: better short and crisp than too long. Foreign words, technical terms and complex constructions are a deterrent. Unnecessary filler words drag out your headline unnecessarily. Use the first few seconds of the scan phase and pick up the reader immediately.
3️⃣. Don’t promise what you can’t deliver
The headline should depict the core of the text as concretely as possible. It must fit the rest of the article in terms of content, style and tone. Get to the point and avoid ambiguous statements. Readers will quickly notice if your headline leads them to expect more than your content ultimately delivers.
4️⃣. Use keywords
Certain keywords not only grab the reader’s attention, but also make it easier for them to find their way around. The first words of the headline should be ”Attention Grabbers” that
- Arouse concern (“problems”, “lies” “dangerous”, “fail”),
- Create sensation (“miracle”, “unbelievable”, “ultimate”),
- emphasize urgency (“now,” “immediately,” “expire,” “need”)
- offer a solution (“help”, “improve”, “fit”, “optimize”) or
- Involve knowledge (“expert,” “advisor,” “successful,” “learn”).
Just do it! Convince your users with a gripping headline.
Push the right buttons in your headline
5️⃣. The questioning headline
If you start your headline with question words like “What”, “Why”, “Where” or “Who”, you’re guaranteed to generate more clicks. Why. A questioning headline promises the answer to a question your reader may have asked themselves.
6️⃣. Numbers are eye-catchers
Numbers attract attention because they convey a message. The headlines of scientific articles and reports often contain numbers. But listings are also popular. Write the number as a digit, not as a word – the eye grasps signs faster than words.
7️⃣. A good headline explains
A declarative headline has less punch than an explanatory one. The headline “10 tips for successful headlines” generates more response than, for example, the headline “How good headlines work”.
8️⃣. Don’t forget SEO
If your headline corresponds to the Meta Title, then it also functions as a headline in search engines. The Title consists of no more than 55 characters – anything over that will show up as truncated in the Google snippet. Also remember to include your main keyword in the headline.
9️⃣. Be creative
Puns, rhymes and idioms make the user want to read the text. Sequencing and alliteration create a rhythm that facilitates the reading flow and spices it up simultaneously. Quotations are also suitable for a headline – insofar as they powerfully bring the important, central statement to the point.
🔟. Finally: the customer is king
Addressing the reader directly generates attention and creates trust. Personal pronouns such as “you” and “you’re” establish a connection with the user and give him the feeling that he and his needs are being taken seriously.
You won’t always find the optimal text based on these 10 points alone – practice makes perfect! A successful headline fulfills two tasks: It explains the topic to your users and arouses their curiosity. Only with the right headline your content becomes interesting and animates to click. Try it out – become a Casanova and seduce with a crisp headline!