A headline has two jobs. It has to make someone want to read, and it has to describe what they will find. When a headline does the first job by failing the second, readers feel tricked, and they remember it. The best headlines do both honestly.
Clarity beats cleverness
A clever headline that readers cannot decode has failed. Wordplay can work when the meaning is obvious, but as a default, say what the piece is about. “How to Write a Cover Letter in Four Steps” is not poetry, but it tells the reader exactly what they get.
Be specific
Specifics are more believable than generalities.
- Vague: “Tips for better emails”
- Specific: “Six ways to shorten an email without losing the point”
A specific headline also helps you as a writer. If you can promise six ways, you know what the piece has to contain.
Put the topic first
Readers scan. The first few words decide whether they stay. If the subject is “email subject lines,” try to put those words near the front, rather than burying them after a long lead-in.
Use numbers honestly
Numbers can make a promise concrete. They also create an obligation: if the headline says seven tips, deliver seven good ones, not three real ones padded with four filler items. Odd numbers are not magic. Use the number the content actually has.
Match the promise to the article
Before you publish, read the headline, then read the first paragraph. Does the opening confirm what the headline promised? If the headline says “the complete guide” and the article is a short overview, change one of them.
Avoid the clickbait pattern
Headlines that withhold the key detail, such as “You will not believe what happened next”, rely on curiosity and give the reader nothing in return. They may win a click, but they train readers to distrust you. A better approach is to name the interesting thing and let the article explain why it matters.
Think about where it will appear
A headline shows up in search results, social posts, newsletters and browser tabs. In search results, longer titles are often shortened, and a common rule of thumb is to keep the key words within roughly the first sixty characters. Check how yours looks before you commit.
Before and after
- Before: “Mistakes”
- After: “Five Punctuation Mistakes That Make Professional Emails Look Careless”
- Before: “Why you need a style guide”
- After: “What a One-Page Style Guide Can Save Your Team Every Week”
Both of the second versions say who the piece is for and what they will get.
A quick test
Show the headline to someone, hide the article, and ask them what they expect to read. If their answer matches what you wrote, the headline is doing its job. If it does not, you have found the mismatch before your readers did.
