A headline is the first impression a reader will have of your content. It must capture their attention, set expectations for what’s to come and motivate them to delve further into your content.
The best way to do that is by leveraging emotion. Headlines that trigger an emotional response—fear, surprise, curiosity, sadness, anger and others—are proven to attract and engage readers. Whether it’s an article title, blog post, or email subject line, using these top headlines can help you craft effective headlines that stop thumb scrolling and convert.
When crafting a headline, it’s important to think about your audience and persona. What do they want? What drives them to click, share, and engage with your content? A headline should describe the benefit that your product or content offers, entice readers to continue and inspire them to take action. A direct, short headline is typically the best option for this type of copy. For example, a “How to” headline provides clear instructions and promise of value, making it a popular choice for tutorial content. Other types of effective headlines include question headlines (e.g., “Why do I need a will?” or “What is a pre-nup?”), and testimonial headlines (e.g., ‘Our customers love it’). Avoid headlines that use articles (a, an, the) or words of action (like to, for, or with). Moreover, a headline should be in present tense; a past tense headline can be confusing.