Great headlines capture attention, convey the main idea, and leave readers wanting more. But with so much online content trying to hook us in, how can you write better headlines that stand out from the crowd? 

The following writing tips will help you write better headlines that make people want to click. From using numbers and emotions to asking questions, you’ll soon be crafting headlines that are impossible to ignore.

1. Use specific numbers or statistics to make your headlines more tangible

Studies show that using odd numbers in a headline (e.g. “Seven Ways to Save More Money) increases click-through rates by 20 per cent compared to using even numbers (e.g. “Six Ways to Save More Money”). Odd numbers are believed to be more specific and memorable than even numbers.

2. Use provocative or controversial language

A bold or attention-grabbing statement can create a sense of intrigue, prompting readers to think deeply about a topic. Use powerful words and adjectives to capture attention and include numbers or statistics to make them more credible.

Although it’s important to grab readers’ attention with your headline, you should always back it up with quality content. Before clicking ‘publish’, ensure your article supports your headline with compelling information and analysis. 

3. Make the benefit clear

Help readers understand what they can expect from the article by including the ‘end result’ in your headline. By this we mean including what the reader will benefit from or gain by clicking on the link.

Not only can this spark curiosity and interest, increasing the chance of click-throughs, but it can also help to improve your rankings on search engines.

4. Address the reader directly

Make your content feel more personal to your readers by addressing them directly using “you” or “your”. This is a sure fire way to connect with the reader, making them feel like the content has been written specifically for them. 

The use of “you” or “your” can also make the headline more persuasive by suggesting to the reader that the content will give them something that they want or need.

5. Ask a question that piques the reader’s curiosity

Encourage readers to click through to your article by asking a question that piques their curiosity. For example: “What is the Secret Ingredient That Top Chefs Swear By?” Using specific numbers or humour in a headline can also entice readers and make them more likely to click.

6. Use powerful words that evoke strong emotions

Power words are important in headlines because they can help to convey information, evoke emotion, hook the reader and tell a story. Effectively, they introduce an article and encourage people to engage with the content. 

Some examples of power words include fantastic, apocalypse, crisis, fooled, horrific, invasion, panic, mistake, demand, need, purchase, sale, grab, limited, get, only, secret, proven ways, guaranteed, happiness, humour and prestige. 

Check out this excellent list from Indeed for more ideas.

7. Keep headlines under 10 words

Research shows that the most effective headlines are short and sweet, ideally no more than 10 words. If you struggle to write succinctly, try limiting yourself to five words. This approach will encourage you to carefully consider the meaning behind each word you choose to use.

8. Use bold or italicised text to make your headline stand out

Using bold or italicised text adds emphasis and makes it easier for readers to scan and quickly understand the crux of the article. It can also help create a hierarchy of information, as important words or phrases are emphasised and stand out more prominently than surrounding text.

9. Test your headlines with different variations to see which performs the best

Test your headlines with different variations to see what performs best with your audience. Testing your headlines will help you understand which version attracts the most clicks, views or engagement, which you can use to improve your future headlines.