5 tips for writing a clickable headline
- Yellow Door Studio
- Feb 28, 2022
- 4 min read
Updated: Mar 17, 2022
Your headline is your pitch and your promise. It’s the most influential part of your piece of writing.
On average, 8 out of 10 people will read a title, but only 2 out of 10 will click in to read what comes after it. Your title is the way you’ll win (or lose) your readers. When it’s done right in the digital world, it results in an instant click.
Think of your headline as your commitment to your reader. Your reader will decide in the split second of a swipe or scroll whether your article deserves another look. In the attention economy, that’s priceless.
From your headline alone, your reader should get an immediate sense of what they’ll get from your content, why it matters… and why you should be the one to give it to them. These 5 tips will help you make your headline count.
1. Target the right audience
Every writer wants to have an impact on their reader. But to do that, you’ll have to get to know them first.
Start by imagining your ideal reader. Are they in their 20s or 70s? A beginner in your subject, or an expert? Are they scrolling through your article during a hectic commute or while waiting to pick the kids up from school?
After you know who you are writing for, you can determine what value your content can bring them. Your headline should connect with the people you’re trying to reach – and let them know that they’re in the right place from the start.
Here are a few ways you can signal that you know who you’re talking to:
Provide a clear solution to a problem: “Yes, you can file taxes as a freelancer – here’s how”
Help the reader make a tricky decision: “What are the best time-saving apps for copywriters?”
Answer a specific and/or timely question: “Which marketing agencies are hiring in 2022?”
Lay out a roadmap to a goal they’d like to achieve: “8 steps to achieving financial freedom as a content creator”
Not sure where to start? Conduct some research on what people in your target demographic are talking about on social media, the kinds of publications they read, and the questions they’d like answered. Then you, and your headline can join the conversation (or strike up a new one) in a valuable way.
2. Play the numbers game – literally
Ever wonder why so many headlines start with numbers? They work.
One Conductor study found that readers were significantly more likely to engage with headlines that included numbers. In fact, headlines with numbers were more popular than the next-most successful headline type (direct reader engagement, if you’re wondering) by a margin of 15%.
Don’t worry: This doesn’t mean you necessarily have to stick to the tried-and-true listicle format. A relevant piece of data, such as an interesting statistic, can also get readers hooked.
3. Pack a (rhetorical) punch
Would you be more excited to be called “smart” or “brilliant”? Would a book be more enticing if it was “interesting” or “spell-binding”? Would you rather feel “happy” or “euphoric”?
Some words pack a more emotional punch than others. And in a headline, you only have a few characters to make a big impact. Choose words that are worth it.
To find the perfect phrases for your headline, some may sift through various lists of power words and emotionally charged language. But above all, trust your instincts. If a word makes you feel something in your gut, it will probably do the same for someone else.
Also, don’t go heavy on your Thesaurus search. There’s no need to use words that sound conversationally clunky.
4. Make a promise – and deliver!
With so much content competing for our attention – 2 million blog posts per day, by some estimates – it’s a good idea to provide a little something extra.
Take a look at these two headlines. Which one is more clickable and compelling?
“12 of the most unbelievable tiny home designs”
“12 unbelievable tiny home designs – number 9 will shock you”
The first headline offers more of a straightforward listicle. In other words, it’s probably not too different from any number of similar posts out there. The second example asks the reader to use your content as a kind of scavenger hunt – much more exciting!
This tactic can increase engagement and boost your SEO as people keep reading in hopes of finding the promised Easter egg. It’s like leaving out a fun gift for your readers to unwrap. Just make sure you deliver exactly what you promise in the headline.
5. Don’t get too punny with it
OK, we admit, we don’t always follow our own rule with this one. Yes, wordplay can be fun… in the right context. When used sparingly, a pun, joke, or double entendre can be a good way to connect with readers and add personality. But if you go too far, you can risk confusing or alienating certain readers.
Sometimes, a more straightforward approach to a title is the best bet. This is especially true if you’re working across cultural contexts or translating the article into multiple languages.
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