Do your headlines grab attention and persuade readers to click through? In our fast-paced digital world with endless content competing for eyeballs, a killer headline is what separates the wheat from the chaff. It takes just a split second for someone to decide whether to read on or scroll past.
Writing irresistible headlines is a learnable skill. This guide shares proven strategies on how to write headlines that captivate your audience, boost traffic, and drive conversions. Ready to become a headline master? Let’s dive in!
Why Headlines Matter
Before we get into the “how,” let’s address the importance of writing compelling headlines. While clickbait titles may get you cheap clicks, they’re a short-term strategy that undermines trust and erodes credibility over time. High-quality headlines should:
- Accurately reflect the content: Don’t make lofty promises your content can’t deliver on.
- Pique curiosity and spark emotion: Intrigue readers and make them feel invested in finding out more.
- Convey a clear benefit: Give people a compelling reason to click by highlighting what’s in it for them.
CTR Statistics
Statistics show that a powerful headline can dramatically impact click-through rates (CTRs) on search engines and websites.
For example, the first organic search result on Google has an average CTR of 27.6%, while the second and third positions get 18.7% and 10.2% respectively. Brand-related searches command even higher CTRs of 81.2% for the top three positions.
On mobile devices, around 22% of searches lead to clicks on organic results. And URLs containing the searched keyword exhibit a 45% higher CTR compared to URLs without it.
However, when ads like Google Shopping or Google Ads appear, the top organic result’s CTR can drop significantly to 13.7% or 18.8% respectively. This underscores how crucial it is to have an attention-grabbing headline to stand out in competitive search landscapes.
Overall, ranking at the top of search engine results pages generates around 39.8% of all clicks. With headlines being a pivotal factor in achieving those coveted top ranks, it’s clear that nailing your headline game can be a massive traffic-driving opportunity.
How to Write Headlines
What ingredients create a winning headline? While there’s no one-size-fits-all formula, certain elements consistently elevate headlines that resonate with readers:
- Crisp and Concise: Strive for 6-10 words max, focusing only on essentials. Brevity forces you to distil your message down to its punchy core.
- Uses a Key Benefit: What tangible benefit does your content promise readers? Highlight the key value prop upfront.
- Incorporates “Power” Words: Action verbs like “boost,” “unleash,” “discover” pack psychological punch.
- Creates a Knowledge Gap: Pique curiosity by hinting there’s more to learn without giving everything away.
- Brandishes Social Proof: Phrases like “scientifically proven” or “as used by influencers X and Y” harness credibility signals.
With this framework in mind, let’s look at specific headline formulas you can apply.
6 Proven Headline Templates to Try
While creativity still reigns supreme, time-tested headline “templates” provide a handy starting point:
- The Credibility-Boosting Headline
“How I [Achieved Desirable Result] and You Can Too”
“The [Number] Best Ways to [Achieve Something]”
- The Curiosity-Gapping Headline
“[Do Something] Like [World-Class Example]”
“The Surprising Truth About [Something]”
- The Value-Driving Headline
“[Do Something] in [Simple Instruction]”
“Get [Desirable Result] by [Doing This]”
- The Social Proof Headline
“How [Influencers] [Get Desirable Results]”
“[Number] [Niche Experts] Reveal How to [Do Something]”
- The “Why” Headline
“Why [Burning Question] and How to [Achieve Desired Outcome]”
“[Do Something] and [Benefit]: Here’s Why”
- The Numbered List Headline
“[Number] [Powerful Adjective] [Techniques/Tips/Ways] to [Desirable Result]”
“The [Number] [Biggest/Best/Most Common] [Mistakes/Myths] [Topic-Related]”
Pro tip: Create 20+ headline variations using different templates. Run A/B tests to see which variations resonate most for your unique audience.
Rookie Headline Mistakes to Avoid
Writing great headlines doesn’t just mean knowing what to do—it’s also crucial to steer clear of common pitfalls that undermine your efforts:
- Being Too Vague: A headline like “How to Succeed with Marketing” is so broad, that it fails to pique interest or telegraph value.
- Burying the Lede: Don’t make readers squint to understand your main point. State the key benefit upfront.
- Overpromising: Nothing erodes trust like a headline that oversells what the content delivers.
- Sounding Too Salesy: While it’s fine to tease a “secret” or “hack,” too much hard-sell language comes across as gimmicky.
- Ignoring the Target Audience: Write headlines that speak directly to the people you want to reach.
Keep polishing and course-correcting based on real audience feedback until you strike a tone that truly resonates.
Examples of Converting Headlines
To make these lessons concrete, here are examples of applying the principles and templates above to different niches:
For a Productivity Blog:
“How Tim Ferriss Cut His Work Hours in Half (and You Can Too)”
“Double Your Productivity in 5 Simple Steps”
“7 Time Management Secrets of Billionaires”
For a Fitness Brand:
“Get Lean Like a UFC Fighter: The No-Nonsense Shredding Guide”
“Shed 10lbs Fast: Avoid These 5 Metabolism-Killing Mistakes”
“Intermittent Fasting for Weight Loss: What Science Really Says”
For an Email Copywriting Service:
“How [Trendy Brand] Gets 40% Email Open Rates (Steal Their Secrets)”
“Drive Clicks Like An Email Genius with These 9 Subject Line Hacks”
“Proven: Email Copywriting Formulas That Boost Sales Overnight”
With enough practice applying attention-grabbing ingredients and A/B testing, you’ll develop a knack for headlines that consistently drive clicks and convert readers.
Keep Optimizing and Testing for Stellar Results
Writing killer headlines is both an art and a science. The more you study what attracts your target audience, the better you’ll become at stopping them in their tracks.
Measure open rates, click-through rates, and conversion data to see which headline styles and themes move the needle. Always strive to understand your audience on a deeper emotional level.