How to write effective headlines
Get more people to devour your content!
Never copy
Let's start with an absolute no-no: copying. There are countless sites on the web that offer headline templates. They just replace the number or the product – and that's it. While it may sound tempting, we strongly recommend against doing that.
Brainstorm
We hereby give you official permission to juggle your ideas when looking for a suitable headline. Simply jot them down without immediately evaluating or discarding them. This is how creative ideas are born.
Our tip: Experiment with new creative techniques and methods. Don't knock something until you've tried it!
Evoke emotions
But be deliberate: Just because you want to arouse emotions in your readers doesn't mean you have to get all sentimental. You don't have to obsessively try to be funny or create tension. The right way to evoke emotions with headlines is by highlighting the benefits for the readers. Where do you get those from? That's easy: Take the product or service you're writing about and think about what benefits it offers.
Our tip: If you are writing for a company, check whether they have already listed the benefits before you start researching.
The benefits are defined and ready to be processed? Nice. Now it's time to figure out how to package them. There are different variations that you can use again and again. You can combine two benefits, relate them to a product feature or formulate them as a question. If there is not enough space for a longer headline, subheadlines allow you to go into detail.
Use keywords
The use of keywords in headlines is extremely important, especially for web copy. After all, you want to make a good impression on Google. Do you have several keywords that you can't possibly fit into one headline? Use the main keyword. Ask yourself or your client which topic should come up in the search results. You can include other keywords either in the subheadline or in the text.
In our case, the word „headlines“ is the main keyword. That is why it is also used in the headline of the article.
So go ahead and define your main keyword and then take one of our tips and craft your headline with it. Let's say your keyword is „ski touring“ and your text contains route suggestions for beginners, then a specific headline could look like this:
Top 10 ski tours for beginners in Austria
The readers know immediately what it is about. Experienced ski tourers will not feel addressed by this headline, but that is not the point of the text anyway.