Creating Click-Worthy Headlines

Make your headline content stand out from the crowd

Whether for a blog, marketing article, or social media post, your headline should be fine-tuned. After all, they are sometimes the only thing that time-scarce people will read.

Headlines have many purposes. They should frame the conversation ahead, summarise the subject matter, and reflect your brand’s voice. Most importantly, they should grab readers attention, sparking their curiosity to read on.

It can be tricky to master headline writing so here I share my seven key tips for success:

1. Use active voice instead of passive

Shorter, stronger, and more direct, the active voice is recommended when writing headlines. Placing the subject of the action before, and close to, the verb with the object after ensures the message is conveyed without confusion. The active voice is concise, lively, and engaging – the perfect ingredients for a headline. For example, 'Patients love new treatment' sounds better in a headline than 'Treatment loved by our patients',

2. Be concise and straightforward 

Your headline should be a neat summary. Using as few words as possible without sacrificing substance is key in all writing but is particularly important when it comes to headlines. You don’t want to overwhelm or confuse the reader before they even begin. Generally, headlines should be eight words or fewer. The active voice will also help with this.

3. Spark curiosity

Headlines must compete for attention. They must stand out to the window shoppers, inviting readers into the article. Therefore, they should give people a reason to read. Hint at exclusive content, include a promise, or ask a question to trigger intrigue.

4. Use numbers

People are drawn to headlines that include numbers because they make the message more concrete and credible. Numbers are eye-catching amid text and readers know exactly what to expect when given a figure.

Another reason to include numbers in headlines is that they help to segment the main copy, breaking down chunks of text, making it all the more digestible.

5. Include power words

Exciting headlines catch attention. Effective power words create energy and motivate readers to act. Examples of such power words include ‘guaranteed’, ‘free’, ‘instant’, ‘jumpstart’, ‘professional’, ‘exclusive’, and ‘best’.

6. Make an emotional appeal

Emotions are the driving force behind human behaviour. Appealing to them in headlines impacts how readers act. Studies have found that headlines containing emotional words get more interaction – clicks and shares – than those that don’t.

Forge a personal connection with your readers by appealing to their sense of fear, urgency, empathy, or even their joy and surprise. This will make them more inclined to engage with what you have to offer.

7. Avoid cliché

There is so much content published daily, meaning it can be difficult to stand out from the crowd. The last thing you want is for your work to blend in amid content that has been written before. Take time making your headlines unique. Put thought into them and avoid common phrasing.

Hopefully these tips have helped boost your confidence writing headlines! If you're still struggling to refine your writing, though, get in touch for some professional help :)