If you’re a digital marketer, you’re faced with creating a great headline for everything from websites to emails to blog posts to ads and more. But what makes your headline stand out from the crowd? What ingredients do you need to craft a headline that grabs your audience’s eyeballs among the barrage of incoming communications they receive on the daily?
This month, we’re tackling how to write a great headline in 2023, so let’s get started!
The headline of an article is one of the most important elements of your content. Obviously, it’s the first thing readers see, but it’s also the main factor in determining whether your audience clicks on your content. Therefore, it’s extremely important to put a bit of thought and effort into crafting a great headline that captures attention, generates interest and entices readers to click. Here are five solid tips to get you going:
Be Clear and Specific
Your headline should clearly convey what the reader can expect from your content. Avoid vague or misleading headlines—aka clickbait—that don’t accurately reflect the content of your piece. Make sure your headline gives the reader a clear idea of what they can expect to learn from reading your content.
Keep it Brief
Some of the best headlines are short, sweet and to the point. Keeping your headline under 10 words whenever possible is ideal. Concise headlines are easier to read and convey your message more effectively.
Use Active Verbs
Active language grabs the reader’s attention and engages them. By using strong verbs that convey action, such as learn, explore or discover, you can make your headline more dynamic and interesting.
Create a Sense of Urgency
Headlines that create a sense of urgency can be effective in driving engagement. You can do this by using time-sensitive language or emphasizing the immediate benefits of the content. For example, try something like “One Week Only! Don’t Miss This Exclusive Offer” to create a sense of urgency by highlighting that the offer is only available for a limited time. Something like “Five Tips to Boost Your Website Traffic Now” highlights the immediate benefits as well, which can be more compelling for readers.
Use Numbered Lists
Using numbers in your headline can make it more digestible by organizing the content into a specific number of tips, examples or ideas For example, we could’ve titled this blog “Five Ways to Write a Great Headline in 2023” or “10 Tips for Crafting a Great Headline in 2023.” Would either of those be more appealing to you as a reader than our current one? Think about it in a Google search—those numbered headlines can really pop off a search page.
Need an idea for your headline but you’re stuck with writer’s block? Try using ChatGPT to spur some fresh ideas. While AI content generation is quite new, it can be a valuable asset for getting a first draft of ideas together. Try a few different prompts until you reach the desired result. For example, use ChatGPT to prompt 10 creative, action-oriented ways to say “download this whitepaper on AI technology” or ask it, “what words should I use in a headline to drive downloads of my whitepaper on AI technology?” Think of ChatGPT as a research and writing resource, not a replacement for your own valuable perspective on your content.
Of course, equally as important as a must-do list is the no-no list, so be sure to read on for some things to avoid when creating a great headline in 2023.
As we mentioned earlier, avoid clickbait. Misleading or sensationalized headlines may generate short-term traffic, but it will also turn off those who clicked. Furthermore, it will harm your credibility for future clicks. Avoid jargon as well. Technical, complex language may turn off your readers before they even get started. And we definitely recommend avoiding overselling your content. If you overhype the benefits to your audience or fail to make the promised impact, they will be less likely to regard you as a credible source in the future.
Writing a great headline in 2023 can make all the difference in driving clicks and engagement for your content. By following our guidance, you will be able to craft effective headlines that grab your reader’s attention, drive more clicks and engage them to read further—while also positioning you as a reliable source for future clicks as well. Happy writing!