{"id":134015,"date":"2021-06-24T11:00:08","date_gmt":"2021-06-24T16:00:08","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=134015"},"modified":"2023-07-18T03:24:30","modified_gmt":"2023-07-18T08:24:30","slug":"how-to-write-a-headline","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/how-to-write-a-headline\/","title":{"rendered":"How to Write an Irresistible Headline in 3 Easy&nbsp;Steps"},"content":{"rendered":"\n<div class=\"intro-txt\">Even if you\u2019ve written the best blog post in the world, nobody is going to read it without a winning headline.<\/div>\n\n\n\n<p>Why?<\/p>\n\n\n\n<p>Because you have to win the click. And that\u2019s the job of the headline.<\/p>\n\n\n\n<p>In this post you\u2019ll learn how to write an irresistible headline that attracts clicks <em>without being clickbait.&nbsp;<\/em><\/p>\n\n\n\n<p>But first\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#what-is-a-headline\">What is a headline?<\/a><\/li>\n<li><a href=\"#why-are-headlines-important\">Why are headlines important?<\/a><\/li>\n<li><a href=\"#how-to-write-a-headline\">How to write a headline in 3&nbsp;steps<\/a><\/li>\n<li><a href=\"#tips\">4 tips for headline writing<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is a headline?\" data-section=\"what-is-a-headline\">\n\n\n\n<h2 class=\"wp-block-heading\">What is a headline?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A headline is a title, a&nbsp;name.<\/p>\n\n\n\n<p>A good headline does three things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Catch the reader\u2019s attention<\/li>\n<li>Make the reader curious enough to&nbsp;click<\/li>\n<li>Accurately describe the content<\/li>\n<\/ul>\n\n\n\n<p>If you can do all three in a single sentence, you\u2019ll win all the readers you&nbsp;want.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why are headlines important?\" data-section=\"why-are-headlines-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why are headlines important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A good headline leads people to your article. In fact, your headline will, in most cases, be the only factor people use to decide whether your article is the one worth reading.<\/p>\n\n\n\n<p>And headlines compete for attention in different ways depending on the platform where they appear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">On social media<\/h3>\n\n\n\n<p>Your article is caked in an infinite scroll of alarming news, posts by your audience\u2019s favorite people, and ads tailored to take their brains from browsing to buying. Now remember that people have an increasingly limited attention span. Your headline needs to compete and win against all these highly trained competitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">In email subject lines<\/h3>\n\n\n\n<p>The average office worker receives <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-many-emails-does-the-average-person-receive-per-day\/\">121 emails per day<\/a>.&nbsp;Even if only 10% of those are newsletters with links to blog posts, most people won\u2019t read 12 posts a day. They\u2019ll choose the few most compelling ones based on their headlines.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">From search results<\/h3>\n\n\n\n<p>The average website gets almost <a href=\"https:\/\/sparktoro.com\/blog\/the-powerhouses-of-the-internet-are-turning-hostile-to-websites\/\">2\/3 of its traffic<\/a>&nbsp;from Google. A good headline will increase the likelihood of searchers clicking your page over the other results.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to write a headline in 3 steps\" data-section=\"how-to-write-a-headline\">\n\n\n\n<h2 class=\"wp-block-heading\">How to write a headline in 3&nbsp;steps<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Writing a headline isn\u2019t that hard. You can get the basics down with a simple three-step system. Just keep a few things in mind as you work through it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You should write your headlines for Google searchers<\/strong>, since, most likely, as mentioned earlier, most of your traffic comes from search.<\/li>\n<li><strong>It\u2019s usually best to write your headline before writing your blog post<\/strong>, so this system takes that approach. That said, you can still use each step to refine an ad-hoc headline.<\/li>\n<li><strong>You should avoid clickbait<\/strong>&nbsp;by having the article\u2019s true contents in mind as you go through the steps. Often writing a headline after you write the article causes you to overpromise what readers will get out of the article. If the article doesn\u2019t deliver, well, that\u2019s clickbait.<\/li>\n<\/ul>\n\n\n\n<p>But you\u2019re going to deliver. Because you have <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-blog-post\/\">Rebekah Bek\u2019s expert guide<\/a>&nbsp;\ud83d\ude09<\/p>\n\n\n\n<p>Now let\u2019s write that headline!<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#pick-a-format\">Pick a Format<\/a><\/li>\n<li><a href=\"#winning-angle\">Add a winning angle<\/a><\/li>\n<li><a href=\"#make-it-human\">Make it&nbsp;human<\/a><\/li>\n<\/ol>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"pick-a-format\">1. Pick a format<\/h3>\n\n\n\n<p>Let\u2019s say you\u2019re writing a post about the best protein powders. Any of these headline formats could&nbsp;work:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Listicle:<\/strong>&nbsp;10 Best Protein Powders to Build Muscle in&nbsp;2021<\/li>\n<li><strong>How-to:<\/strong>&nbsp;How to Choose the Best Protein Powder for&nbsp;You<\/li>\n<li><strong>Tutorial<\/strong>: Best Protein Powder: Choosing the Best One in 6&nbsp;Steps<\/li>\n<li><strong>Opinion Piece:<\/strong>&nbsp;Is There Really Such a Thing as the Best Protein Powder? Science Says&nbsp;No<\/li>\n<li><strong>Review<\/strong>: Optimum Nutrition Gold Standard Review: The Best Protein Powder<\/li>\n<li><strong>Comparison<\/strong>: Optimum Nutrition vs. MyProtein: Which is the Best Protein Powder?<\/li>\n<\/ul>\n\n\n\n<p>But remember, for most websites <strong>the most important source of traffic is Google<\/strong>. So you shouldn\u2019t just pick the headline format that sounds best to you. You should choose the one that searchers are actually looking for so you stand the best chance of ranking.<\/p>\n\n\n\n<p>How can you do&nbsp;this?<\/p>\n\n\n\n<p>Look at&nbsp;the current top-ranking pages for your target keyword in Google and check for a dominant angle. You can see that the top three \u201cbest protein powder\u201d articles are all listicles.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/1-serps.jpg\"><\/figure>\n\n\n\n<p>Just be aware that Google\u2019s search results are personalized based on factors like your location and search history. To combat this, use <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">Ahrefs SEO Toolbar<\/a>&nbsp;in an incognito tab to simulate a search in your target country and language.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/2-ahrefs-toolbar.png\"><\/figure>\n\n\n\n<p>Keep in mind,&nbsp;the type of headline that works best will vary by your topic. While a listicle headline is best for a post about the best protein powders, a how-to headline is better for the post you\u2019re reading right now. And your topic might need an opinion piece. It all depends on the search data.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">PRO TIP<\/div><div class=\"recommendation-content\">\n\n\n\n<p>If you\u2019re writing a headline for an existing post that doesn\u2019t match the dominant angle in the search results, consider whether you could change the angle with minor edits. For example, you can quickly turn a tutorial into a listicle&nbsp;by shifting a few&nbsp;words:<\/p>\n\n\n<blockquote>Write your Best Headline: A Six-Step System<br>\n\u2192<br>\n6 Ways to Write a Good Headline&nbsp;<\/blockquote>\n\n<\/div><\/div>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"winning-angle\">2. Add a winning angle<\/h3>\n\n\n\n<p>Now that you have the format down, you need to find the top-ranking angle.<\/p>\n\n\n\n<p>Using the same articles from the last step, look for differentiating words. When looking at listicles for example, most articles start \u201c# Best Protein Powders for\u2026\u201d<\/p>\n\n\n\n<p>What comes after that \u201c<em>for\u201d<\/em>&nbsp;is the angle. In the case of \u201cbest protein powder\u201d the dominant angle is gender. i.e., \u201cFor Men\u201d or \u201cFor&nbsp;Women\u201d.<\/p>\n\n\n\n<p>But there are other options in the SERP too,&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cFor better nutrition\u201d<\/li>\n<li>\u201cFor every&nbsp;diet\u201d<\/li>\n<li>\u201cFor you\u201d<\/li>\n<\/ul>\n\n\n\n<p>When choosing your angle, you need to balance what searchers want with what you can adequately write about. If you\u2019re an expert and know a particular angle makes way more sense than another, you should take that&nbsp;angle.<\/p>\n\n\n\n<p>If there\u2019s no obvious dominant angle, focus on a clear benefit, a differentiating factor of your product\/service, or simply something that hasn\u2019t been focused on yet as long as it\u2019s something your readers want to achieve.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cFor weight loss\u201d<\/li>\n<li>\u201cFor building muscle\u201d<\/li>\n<li>\u201cFor bulking\u201d<\/li>\n<\/ul>\n\n\n\n<p>Once you have the basic parts of your headline, i.e., format and angle, you just need to do one more&nbsp;thing\u2026<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"make-it-human\">3. Make it&nbsp;human<\/h3>\n\n\n\n<p>To truly hit home with readers, you need to make your headline human.<\/p>\n\n\n\n<p>If you\u2019re a human, this should be easy. Use adjectives or figures of speech you\u2019d use to casually describe the article to your best friend.<\/p>\n\n\n\n<p>So instead of \u201c10 best protein powders for weight loss\u201d, you might&nbsp;have:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201c10 best protein powders for <strong>effortless<\/strong>&nbsp;weight loss\u201d<\/li>\n<li>\u201c10 best protein powders for <strong>shedding the pounds<\/strong>\u201d<\/li>\n<li>\u201c10 best protein powders to <strong>get shredded<\/strong>\u201d<\/li>\n<\/ul>\n\n\n\n<p>To make this process easier, use your readers\u2019 language. In every industry, there\u2019s jargon, there\u2019s slang, and there\u2019s that personal way that people \u2018in the know\u2019 talk about their favorite things. If you have time to spare, read as many articles on your topic as you&nbsp;can.<\/p>\n\n\n\n<p>You can also browse social media about your topic. Reddit, Twitter, and LinkedIn are great places to find niche phrases and community-specific language. Some subreddits even come with a Wiki and a Glossary that define keywords.<\/p>\n\n\n\n<div style=\"width: 910px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/3-fitness-wiki.jpg\"><p class=\"wp-caption-text\">Wiki for r\/fitness<\/p><\/div>\n\n\n\n<p>Using this information, you might choose a headline like \u201c17 Protein Powders That Help You Hit Your Macronutrient Goals\u201d or \u201c14 Protein Powders for Fast, Easy Transportation, Preparation, and Consumption.\u201d<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4 tips for headline writing\" data-section=\"tips\">\n\n\n\n<h2 class=\"wp-block-heading\">4 tips for headline writing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Choosing a winning format, angle, and \u201cmaking it human\u201d is enough for the \u201cbasic\u201d step-by-step process on how to write a winning headline.<\/p>\n\n\n\n<p>That said, after years of writing headlines, we\u2019ve got four tips for&nbsp;you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Add concreteness<\/h3>\n\n\n\n<p>The more specific your headline, the easier it is to read. The easier it is to read, the more people will like it. The more people like it, the more likely they are to click on&nbsp;it.<\/p>\n\n\n\n<p>It\u2019s that simple.&nbsp;And specificity comes from tangible, real world&nbsp;items.<\/p>\n\n\n\n<p>For example, instead of \u201cProtein Powders for Weight Gain,\u201d try \u201c15 Tasty Protein Powders to Help You Gain 1lb Per Week in Muscle.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Surprise and delight<\/h3>\n\n\n\n<p>If your goal is to get traffic from places other than organic search, like social media, matching search intent might not be so important. You might make more of an impact by saying something interesting and unusual to make people stop and&nbsp;click.<\/p>\n\n\n\n<p>There\u2019s no real formula for this one; it relies on knowing your audience, the language they use, and what\u2019s likely to resonate with&nbsp;them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Create curiosity gaps<\/h3>\n\n\n\n<p>Give your information to everyone except the one you aim to make curious, e.g., \u201cEveryone\u2019s doing x but you!\u201d Just make sure you back up that claim in your article so it\u2019s not just another clickbait piece.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Test headline variants<\/h3>\n\n\n\n<p>When you post your article on social media platforms, you can choose a different title. Test variants on the main theme to see if one headline gets more clicks, likes, comments, and shares. Then use that as your main post&nbsp;title.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Crafting a winning headline isn\u2019t rocket science. It\u2019s marketing science. And that\u2019s significantly easier. In fact, if you use the three step system detailed above, you\u2019ll be able to keep up with the best writers in your industry.<\/p>\n\n\n\n<p>Once you\u2019re ready to become the best headline writer yourself, check out the copywriting classics. They all have their own evidence-based headline formulas with theory to back&nbsp;them.<\/p>\n\n\n\n<p>These are the five books that taught me the&nbsp;most:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/www.amazon.com\/Scientific-Advertising-Claude-Hopkins\/dp\/1614279233\/\">Scientific Advertising by Claude Hopkins<\/a><\/strong>. Introduced the concept of \u2018<a href=\"https:\/\/en.wikipedia.org\/wiki\/Copy_testing#:~:text=Copy%20testing%20is%20a%20specialized,%2C%20internet%2C%20and%20social%20media.\">copy testing<\/a>\u2019 by detailing the most effective headlines used in direct-response marketing circa&nbsp;1923.<\/li>\n<li><strong><a href=\"https:\/\/www.amazon.com\/Advertising-Methods-Prentice-Business-Classics\/dp\/0130957011\/\">Tested Advertising Methods by John Caples<\/a><\/strong>. Claude Hopkins\u2019 methods refined by another decade. Includes the most successful headline formulas still getting clicks nearly a century later.<\/li>\n<li><strong><a href=\"https:\/\/www.amazon.com\/Breakthrough-Advertising-Eugene-M-Schwartz\/dp\/0887232981\/\">Breakthrough Advertising by Eugene Schwartz<\/a><\/strong>. Introduced the idea of \u2018<a href=\"https:\/\/en.wikipedia.org\/wiki\/Brand_awareness\">Brand Awareness<\/a>\u2019 and how to market to each level of consumer.<\/li>\n<li><strong><a href=\"https:\/\/www.amazon.com\/Wizard-Ads-Turning-Dreamers-Millionaires\/dp\/1885167296\/\">The Wizard of Ads by Roy Williams<\/a><\/strong>. This is a more modern, personal favorite that takes one of the most unique approaches to copywriting out&nbsp;there.&nbsp;<\/li>\n<li><strong>Great Leads by Michael Masterson<\/strong>. Solely focused on how to write that first line of copy to make the biggest impact on your audience.<\/li>\n<\/ol>\n\n\n\n<p>And once you\u2019re a fully actualized headline-writing expert,&nbsp;optimize&nbsp;the rest of your article with Si Quan Ong\u2019s magical <a href=\"https:\/\/ahrefs.com\/blog\/seo-copywriting\/\">guide to SEO copywriting<\/a>.<\/p>\n\n\n\n<p>Feel free to <a href=\"https:\/\/twitter.com\/brettfriedman16?lang=en\">reach out on Twitter<\/a>&nbsp;and ask me to drop you a [head]line!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why? Because you have to win the click. And that\u2019s the job of the headline. In this post you\u2019ll learn how to write an irresistible headline that attracts clicks without being clickbait.&nbsp; But first\u2026 What is a headline? Why are<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":157,"featured_media":134018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[399],"class_list":["post-134015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write an Irresistible Headline in 3 Easy Steps<\/title>\n<meta name=\"description\" content=\"A good headline will catch a reader&#039;s attention, make them click while accurately describing the content. 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