A persuasive and engaging headline can decide whether the audience will read or pass on your article. This is why headlines are critical - not only the main headline but also the different levels of subheadings.
Clear and compelling headlines will also help you structure your text to communicate your message and engage your reader’s attention.
The difference between a title and a headline
Many headlines can be more accurately described as titles. Usually, these titles contain one or two words, for example, “Application” or “Our products.” They convey information about the text but nothing more.
A compelling headline, on the other hand, entices the reader, promotes the message, or creates curiosity by expressing something more. By adding a benefit or additional valuable information, you create a headline: “Apply directly on our website” or “New improvements to our product X”
Highlight something extraordinary
Another effective way to compose a headline is to extract an extraordinary element or essential information from the text. It can be a number or a result, such as “3 out of 4 people have no idea how to plan for their retirement", ”24% lower prices than our competitors,” or “tripled battery life on our new headlamps.”
Use a call to action or ask a question
Including a question or a call to action in your headline is another compelling way to create interest or activate the reader.
Engaging your audience by asking a question that resonates with the reader is an excellent way to capture their attention.
Using a call to action, you can instead prompt the reader to act, for example, to read more, become a member, download a PDF, or compare prices.
The importance of secondary headings and subheadings
Think of secondary headings and subheadings as a way to guide your reader through your message in a clear, persuasive manner.
Write your article staying true to the principle of one paragraph - one topic, or one paragraph - one line of thought.
If you, for example, use one section of your text to write about product features, do not stray from the topic by including price, quality, or delivery. These subjects need dedicated sections.
Use subheadings at the start of each new piece of information. In our example, this paragraph should focus on each product feature and how it benefits the reader.
Use keywords in your headline
Including keywords in the headline can add value to your article by attracting relevant search traffic. However, the headline should still seem natural and appeal to your audience. Not awkward or forced or written solely for the benefit of search engines.
It is also important to avoid repeating the same keywords in multiple subheadings. Instead, let the keyword be a part of the text that supports your heading.