A powerful headline is the most important element of any article. It’s what draws people in, determines whether they read the story or click on something else, and ultimately decides whether readers come back. It’s often said that you should spend 80 percent of your time on the headline and only 20 percent on the body of the article. If you can get the headline right, everything else will fall into place.
If you’re not sure what kind of headlines work best, look at your competition. Pay attention to their headlines and see how you can mimic them. Look at their titles, the language they use, and what kinds of emotions they invoke. Then, use that information to inform your own writing.
Keep it short and simple. Readers have limited attention spans, especially online. If your headline is too wordy, it will be harder to get them to click.
Use numerals to grab attention, particularly if they’re spelled out in full (exception: AP). Don’t be afraid to use punctuation and capitalize words where appropriate, but try to avoid unnecessary euphemisms, puns, or wordplay.
Consider using an “emotion-triggering” headline that’s a twist on a classic formula. This type of headline is easy to write and it’s a great way to generate buzz.
Explain your story in a headline. This helps readers understand what they’ll find in your article. Oftentimes, you can do this by including an eye-catching detail or a quote.