How to Write a Headline That Works

A headline is the most-read line on any page. Most visitors read it, and many read nothing else before deciding to stay or leave. Good headlines are rarely clever. They are clear, specific, and relevant to the reader.

What a headline has to do

1. Tell people what the page is about
2. Show why it matters to them
3. Make them want to continue

If it only does the third, it may attract clicks that disappoint. If it only does the first, it may be accurate but forgettable.

Principles

Be clear before clever. A pun that confuses people costs you readers. If you must choose, choose clarity.

Be specific. "Helpful tips for your website" is vague. "7 fixes that make your website load faster on phones" is concrete.

Speak to the reader. Focus on their problem or goal, not your company's features. See value proposition.

Use their words. Phrases your customers use appear in search queries too. See keyword research.

Promise only what you deliver. Overpromising headlines attract clicks and then lose trust. Don't use misleading bait.

Patterns that work

• How-to: "How to choose a domain name you won't regret"
• Numbered list: "10 things to check before your website goes live"
• Question: "Does your small business need a website?"
• Benefit-led: "Get more calls from your website without more traffic"
• Direct statement: "Fast, simple websites for local businesses"
• Comparison: "WordPress vs website builders: which to choose"

Use different patterns across your site so it doesn't feel repetitive.

Headlines in different places

Homepage: state what you do and for whom. See homepage design and hero section design.

Article titles: include the main phrase naturally and aim to keep them short enough to display fully in search results, often around 60 characters. See title tags and meta descriptions.

Subheadings: make them informative so scanners can follow the page. See how to use headings for SEO.

Emails and ads: the same principles apply, with extra emphasis on relevance.

A quick process

1. Write down the single most important point of the page.
2. Write ten rough headlines without judging them.
3. Cut vague words like "solutions," "quality," and "innovative."
4. Add a specific detail, such as a number, a time, or an outcome.
5. Read it aloud. Would a stranger understand it?
6. Pick two finalists and test them if you have enough traffic. See A/B testing.

Check it against the page

After writing the page, return to the headline. Does the content fulfill it? Revise one or the other until they match.

Common mistakes

• Starting with your company name
• Jargon the reader doesn't use
• All capitals or excessive punctuation
• Headlines too long to scan
• Duplicate headlines across pages

The bottom line

Write headlines that tell the right reader exactly what they'll get. Clear and specific beats clever almost every time.