That’s the dream, isn’t it? A headline so good that people NEED to read the article. But that shouldn’t just be a goal; you should write headlines with the purpose of getting readers to click on the article.
Think of it this way, if you post a link to your article on social media, what are the two pieces of the article that will stop people from scrolling to take a closer look?
- The heading
- The featured image
Those are the only pieces of information that people will consider when deciding if they want to read the article or not. Most people do not read the excerpt or any thoughts you share with the link to the article.
So, what are the keys to writing a click-worthy headline?
Promise a Solution to a Pain Point
One strategy you may use is promising a result to a pain point, like the heading of this article did. This will often involve a formula of How to (Desired Result). This is a heading that promises knowledge and actionable tips. It also promises examples or a step-by-step process.
Pros:
- A great way to use a key phrase to increase your website’s SEO
- Promises information the reader wants
- Very shareable if the article is well-written
- Positions you as an expert
Cons:
- Creates a promise that you must deliver on – if you don’t, you risk being written off as a click-bait-mongerer
- You need to be careful not to promise something too broad and therefore unrealistic eg. How to Prevent Premature Balding. Think Instead: How Two Surprising Things Prevent Hair Loss.
Examples:
- How to Look Taller In Photos
- A Surprising Way to Get Your Kids to Eat Vegetables
- How to Master the Elevator Pitch
Intriguing Headlines
Another click-worthy headline is one that intrigues the reader and makes them want to read more. This can be done by introducing an unexpected element into an everyday topic or promising a good story. It could also take a topic people think they know about and turn it on its head. Remember, make these headlines short and to the point.
Pros:
- People will click on your article if you make it interesting enough
- Great headlines for anecdotal content
Cons:
- It will take a little bit of practice to get the wording right at first
- Can seem click-baity if not worded quite right (we’ve all seen those articles out there)
- If you use these in email content, it will go straight to the spam folder!
Examples
- How Your Posture Affects Your Confidence
- What Does Broccoli Have to Do With Sleep?
- How My Breakup Levelled Up My Business
- Why Is NASA Obsessed With Hello Kitty?
“Stupid Question” Headline
While we are firm believers that there are no such things as stupid questions, only impatient teachers, this is the easiest way to describe this type of headline. It addresses basic questions that beginners will have and offers an easy entry point for new followers. When creating these types of articles, consider what questions someone who is completely new to your topic would have. If you already have a following, do an “Ask me anything about X” anonymous question shout out to get some ideas.
Pros:
- Great for technical topics where you are offering expertise
- Appeals to new customers and will become evergreen content
- Will be very shareable as it offers valuable information to your readers
- Is great for SEO as will hit keywords and popular search phrases
Cons:
- Will not appeal to long-term followers or experts in the topic (that is to say, don’t ONLY use these types of headlines. Create a mix of different content).
Examples:
- What Is a Copywriter?
- How Much Water Should I Drink Each Day?
- Why Should I Care About Minimum Wage?
How to Write an Eye-Catching Headline
As with anything else, it takes practice. We often generate 5 possible headlines for an article and then pick the best one. Your first one may not be the best, but after a little more brainstorming, the right one will fall into place. Remember, you want to have a keyword or key phrase in the headline (for SEO purposes), and you want to ensure the article delivers on any promise the headline makes.