Have you ever walked up to a business and thought how inviting the place looked? Or maybe you started up the stairs only to have a snarling bouncer step up to block your way. In the world of websites, that’s the job of the headline.
If you craft the wrong headline, it doesn’t matter what your website looks like. Few will dare to enter. But an inviting headline…
Did you know that studies show that 80% of people never get past the headline? This makes it a crucial factor in driving clicks. If the headline doesn’t engage the reader immediately, they’ll likely scroll past without engaging.
But how do I write a headline that visitors will respond to?
We’ve all spent hours staring at a blank screen at times. You know, trying to conjure up that perfect headline, only to settle for something like “Our Products Are the Best!” (Talk about snooze-fest, am I right?)
If your headline doesn’t immediately captivate readers, they’ll bounce -it doesn’t matter how awesome you are.
Fortunately, it’s not hard if you follow these rules.
- It’s All About Your Readers 💭
The golden rule of headline writing is that it’s all about your readers. It’s not about you or your business. Folks don’t care that you’ve been in the biz since the 80s or that your widget has a gazillion settings. They care about how your product or service can make their lives easier. Can it save them time? Solve a problem? Make their neighbors green with envy?
What to do: Know your buyer. Highlight your readers’ wants and needs. Instead of “Check Out Our Products,” go for something like “Discover the Secret to a Stress-Free Morning Routine” or “Save Time and Sanity with These Clever Tools.” In other words, show them you know what’s causing them pain and have a solution.
- Incorporate Your Keywords
Your readers are not the only ones who look at your headlines – the search engines do, too! So, one of the keys to building your on-page SEO is to work your keyword into your headline. This way, the search engine knows what your page is about and can direct the appropriate searches to find your page.
What to do: Ask yourself what you would type into a search engine to discover the information you are putting on that page. Whatever terms most people would use are the keywords you want to incorporate. Likewise, there are several websites that can help you identify the best keywords as well.
- Be Specific 🔍
Vagueness is a headline’s worst enemy. Your readers are busy bees—if you don’t clarify your offering, they’ll keep scrolling—the more concrete your headline, the better. Specific numbers, facts, or benefits stand out and give your readers something tangible to latch onto.
For example, compare “Improve Your Productivity” with “5 Easy Steps to Double Your Productivity in a Week.” The first sounds like an office poster, while the second promises a quick, actionable solution.
What to do: Use numbers, clear outcomes, and benefits to be specific. “How to Write Headlines That Work” becomes “3 Proven Headline Hacks to Keep Readers Hooked.”
- Stir Up Emotions (But Not a Tempest) 😃
We humans are emotional beings—even when we pretend otherwise. Tap into your readers’ emotions, and your headline is more likely to strike a chord. Excitement, fear, curiosity, and joy are powerful motivators that entice your audience to click and read on.
Don’t oversell. Headlines like “This Secret Ingredient Will Transform Your Life Forever!” might grab attention, but they can sound cheesy if you can’t deliver on the promise.
What to do: Use emotions without going overboard. “Don’t Miss Out on This Easy Stress-Buster” or “Feel More Confident in Your Business Decisions” tap into emotions while staying grounded.
- Short and Snappy Wins the Race 🏇
Brevity is your friend. Keep it short, punchy, and straight to the point. Aim for easy-to-read, easy-to-digest, and quick-to-grab attention. A good rule of thumb is 6-10 words. Remember, people skim online content, so ensure your headline can be understood.
For example, “10 Reasons Our Product Is The Best On The Market” can be streamlined to “10 Reasons Our Product Beats The Competition.” It’s sharper and gets the message across faster.
What to do: Trim your headline until it’s as concise as possible without losing its punch. Every word should earn its keep!
- Pique Their Curiosity 🧐
A dash of mystery can work wonders. Why would anyone bother reading further if your headline spills all the beans? By stoking curiosity, you entice readers to click through to satisfy that tantalizing question you’ve planted.
Headlines like “New Study: You Won’t Believe the Results!” or “Here’s What You’ve Been Doing Wrong All Along” make readers feel they must know more.
What to do: Share enough info to spark intrigue but save the complete answer for the main event—your content!
In a Nutshell: Headlines Rock! 🎸
Headlines are the unsung heroes of your website. They’re often your one shot at hooking readers and convincing them to hang around. So next time you’re itching to write “Our Product is Awesome,” remember these tips and give your headline some TLC. Your readers (and your bounce rate) will thank you!