Notice an increase in bounce rate? It could be that your headlines are less compelling.
Headlines are the first impression of a piece of content but are often treated as an afterthought. Many writers who are in the beginning stages of learning copywriting spend a hard time crafting the perfect essay just to slap a generic headline on it.
The title must be compelling enough for your audience to read it.
What makes headlines compelling?
A compelling headline draws readers in immediately. The more the headline draws the reader directly into the content, the more likely the reader is to keep scrolling through the content.
4-U method
urgent
Headlines should have a sense of urgency without being overly forcing, or sounding too desperate. For example, a headline with urgency can apply the fear of missing out approach by suggesting what the reader will lose if they don’t take action.
For example, if you’re writing an ad for a budding photographer, you could use something like “This phase won’t last. Memories are there, spring portraits are only available until the end of May.
This lets readers know that the promotion has an expiration date and adds an emotional urgency that compels readers to act quickly.
it works
Consumers today are bombarded with information. If your message doesn’t provide the reader with something of value, whether it’s information or entertainment, your headline won’t be enough to pique people’s interest.
When writing headlines, always provide information that shows what is useful to them. For example, the title of the article you’re reading right now says it’s worth it: by the end of the article, you’ll know how to write a great headline.
unique
Boring headlines don’t get clicks.
Don’t be afraid to get creative. A witty, punchy headline is more likely to get someone’s attention than one that uses clichés or monotonous language.
One way to practice writing a unique and compelling headline is to write headlines that catch your attention and then rewrite them in your own words. This will put you in a more creative frame of mind and train your brain to recognize what makes your headline catchy.
Ulta specificity
Highly focused headlines get more clicks than overly general headlines.
People like to know what they can expect. By giving your content a title that details what is in the content, you will see a surge in click-through rates.
Match Heading Style
If you’re a content writer writing for multiple websites or publications, you’ll need to customize your titles to match the specific formatting of their respective publications.
Some sites prefer long, energetic headlines, while others prefer succinct headlines written with a matter-of-fact tone.
This is especially important if you’re writing an ad or submitting a guest post to a popular site. Established publications have taken pains to strategically grow their brands, and your content needs to integrate seamlessly.
Pay attention to punctuation
A common headline faux pas is excessive use of punctuation.
The advent of the internet has given almost every business a way to advertise. With so much competition, some copywriters believe that a headline full of exclamation points is the best way to grab the audience’s attention (think: BUY NOW!! LIMITED-TIME OFFER!!
However, this backfired.
Modern consumers are savvy and increasingly difficult to impress.
Too much punctuation can make a headline seem insincere and sensational, and lose credibility.
Write with an active voice
Use active voice to make your headlines more engaging and easier to read. Writing in an active voice prevents headlines from becoming overly complex, which might put readers off.
Headlines: Worth the Effort
It is important to give as much importance to your headline as you do to the corresponding content. Writing compelling headlines will give your writing more impact from the start, increasing the likelihood that your audience will stay engaged.
