Let’s talk about headlines. Crafting compelling headlines is more than just a creative exercise; it’s an essential part of your small business’s online strategy. A strong headline can grab attention, convey the value of your content, and encourage users to explore further.
As a former direct marketing copywriter, I know the importance of writing great headlines, as it’s the attention-grabber that will determine if your user will be engaged and read on or simply leave.
And with just 5 seconds to grab that attention, it’s crucial that your headline is optimized.
So, keep reading as we reveal five expert tips for writing headlines that work, complete with examples and insights from industry experts. These headlines can be used digitally in paid media like Google Ads, on social media, on homepages and landing pages, or offline in print or display ads.
1. Solve Problems and Deliver Benefits
Remember, as a business, you are solving your customers’ problems. So, it’s reasonable to conclude that a headline that clearly addresses a problem and offers a solution will resonate with readers and encourage them to click. This approach not only attracts attention but also sets the stage for content that delivers real value.
Example:
“Unlock More Sales with Our Proven Digital Marketing Strategies”
“Increase the Value of Your Home with Our Home Staging Services”
“Cut 5 strokes off your golf handicap with these simple swing lessons”
According to the Search Engine Journal, focusing on the benefits your content provides can help capture attention and increase engagement. Consider how your product or service addresses common consumer pain points and highlight this in your headline.
Tip: Use specific language that speaks directly to the reader’s needs, making it clear how your content will provide the solutions they’re seeking. Don’t be afraid to be specific, and remember to know your ideal customer profile before you start crafting headlines.
2. Pique Curiosity with a Touch of Mystery
Creating a sense of curiosity can drive clicks by making readers eager to learn more. The key is to provide just enough information to intrigue without giving everything away.
Example:
“The Simple Five-Sentence Secret to Doubling Your Customer Base in Six Months”
“The One Thing Missing in Your Makeup Bag That Will Make Your Friends Jealous!”
“Secret Professional Chef Hack That Can Make Your Next Dinner Party Unforgettable”
The NPR headline writing guide advises balancing specificity with curiosity. While you want to be clear about the topic, leaving some mystery can encourage readers to engage with the content to uncover the full story.
Tip: Make sure that your content delivers on the promise made by the headline because if it doesn’t, you will not only remove all the value in your content, but you will also irritate your customer and probably lose them entirely.
3. Keep it Clear and Direct
Clarity is crucial when crafting headlines. Readers should understand what your content is about at a glance. Remember that you have 5 seconds when someone visits your website to explain what you do and how you can benefit them. This means avoiding jargon, complex words, or overly clever puns that may confuse your audience.
Example:
“Expert Landscaping and Gardening Services for Small City Properties”
“Results-Oriented Personal Training for Women Over 40”
“24-Hour Home Security Systems for Less Than $50 a Month”
WordStream emphasizes the importance of simple language and direct messaging in its guide on writing great headlines. The goal is to ensure that your headline is accessible and immediately understandable.
Tip: Use straightforward language to convey your message quickly and effectively, ensuring that even a quick scan of your headline communicates the core value of your content.
4. Leverage Numbers and Lists
Numbers and lists are a powerful way to organize content and set reader expectations. They promise clarity and structure, which can make your content more appealing and digestible. Listicles, which are a mix of lists and articles, are great for SEO and create great attention-grabbing headlines as well.
Example:
“7 Essential Tools for Growing Your Online Business”
“3 Questions You Must Ask Before Choosing a Mortgage Broker”
“5 Types of Fish You Should Never Order in a Restaurant”
List-based headlines are especially effective because they signal a straightforward, skimmable format, which is appealing to busy readers. They also perform well on social media and in search engine results, making them a strategic choice for increasing visibility.
Tip: Use odd numbers in your list headlines, as studies have shown that they tend to capture more interest than even numbers.
5. Align with Reader Intent and SEO
Your headline should not only capture attention but also align with what users are searching for. This means incorporating relevant keywords naturally into your headlines to boost search engine visibility. This is going to be important for organic and paid search. For paid search, you want to make sure that your ad copy and your landing page headline are going to stay consistent.
Example:
“Top Salary Negotiation Tips You Need to Know Before Your Next Review”
“The #1 New Baby Gift That’s Also Good for the Environment”
“The Best Sports Medicine Clinic in Mid-Town Toronto”
The integration of keywords should feel natural and enhance the reader’s understanding of the content’s focus. Search Engine Journal highlights the balance between user intent and SEO, emphasizing the importance of writing headlines that are both engaging and optimized for search.
Tip: Use tools like Google Keyword Planner to find relevant keywords and integrate them into your headlines in a way that feels organic and informative.
Conclusion
Writing effective headlines is a blend of art and science. By solving problems, piquing curiosity, maintaining clarity, using numbers, and aligning with reader intent, you can create headlines that not only attract attention but also convert visitors into customers.
For small business owners and entrepreneurs, mastering the craft of headline writing can significantly enhance your website’s performance and drive engagement. Remember, your headline is the first impression—make it count!
And if you want more advice on headlines, landing pages, and how to convert more web visitors, reach out to the team at Numero Uno Web Solutions today!
