We know that headlines play a key role in the readability of our stories, and they are the first thing that readers see when scanning search engine results or social media feeds. A good headline captures the reader’s attention, sets expectations for what to expect in the article and can inspire a gut reaction. Think of a headline like a welcome mat, laying out the most compelling parts of your story and inviting readers in to read more.
Using question words like “why” or “how” will attract readers’ attention and make them want to learn more. This type of headline draws on human curiosity and tends to work best when used at the beginning of a headline, where it’s more likely to be seen.
Breaking headlines grab attention by being the first to tell a new story or by grabbing a reader’s attention through a specific detail, like a quote or a photo. This type of headline can be more difficult to craft than other types, but it is important for news organizations to keep their audiences informed and engaged.
Use a headline structure that follows the inverted pyramid, with the most important details at the top of the story. This type of headline is ideal for SEO and helps readers understand what the article is about quickly and efficiently.
Using a sense of urgency in your headline can prompt readers to act now, whether that means reading the article or taking an action like signing up for a newsletter. Using power words like “only,” “last,” or “never” can help create this sense of urgency and increase click-through rates.
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