How to Write Great Headlines That Stand Out (and Wins Clicks!)
The competition in this dog show was fierce, but the big Saint Bernard likely stole much of the spotlight. (Though the Pomeranian scored points for sporting those colorful athletic shoes!)
Similarly, your web page headline needs to stand out on the Google search result pages. If it doesn't command attention and 'win the click,' all the content you've worked so hard to perfect will go unnoticed--never reaching its full potential to amplify your message, build your customer base, or support your business success.
May 4, 2025 • 12 min read
Why Headlines Are Critically Important. Especially Online!
In the competitive struggle for online attention, your headline is your first--and best--chance to grab attention. The search results page is often packed with listings, images, maps, and videos, so your headline must stand out, convince readers that your site holds the answers, and be catchy enough to get clicked. All within just a few seconds.
"If your headline doesn't sell, you've wasted 90 percent of your money." - William Randolph Hearst
"People don't read ads. They read what interests them. Sometimes it's an ad." - Howard Luck Gossage
That is an especially tall order since search engines typically display only the first 50-60 characters of your headline.
Fortunately, a lot of research has gone into what makes a headline great. The good news? You don't have to be a titan of industry or advertising legend to write great headlines. It's a skill that any of us can master.
So, how do you write headlines that stand out and get clicked? Let's break down 12 factors that separate that rare, instantly captivating headline from the many that seem tired and simply get skipped over. Then we'll discuss a few successful examples, revealing our simple but effective 3-step headline-writing formula.
12 Headline Writing Rules (With Examples)
1. Make sure there is an audience for your topic
Great headlines, visuals, and body copy are destined to fail if there is little or no demand for your subject matter.
Keyword Surfer is a quick, easy-to-use, and free Chrome extension that can help identify the popularity of any topic right in the Google search results page.
Example:
"How to write great headlines" is a pretty small niche, with around 140 searches a month. Especially when compared to a broader topic like "website design" with 74,000 searches a month:
Chrome browser's search field with Keyword Surfer extension installed
Before giving up on a topic because of low search volume, do a search for wording variations. Phrases like "headline writing tips" or even "how to write good headlines" may show different search scores.
2. Be Clear and Specific
When it comes to headlines, clarity is king. Readers need to know what your post is about at first glance and the benefit (or pain avoidance) that they can expect. A vague or generic headline won't cut it.
By including specifics, you're building trust with the reader and setting realistic expectations for what they can expect.
Example:
Instead of "How to Improve Your Writing"
Try "10 Simple Tips to Encourage Blog Post Sharing"
A clear, specific headline sends a strong signal for the reader to know exactly what they'll get. And it increases the likelihood that they'll click.
3. Include Keywords for SEO
Including keywords in your headline can significantly improve its visibility in search engines. But don't overdo it--avoid keyword stuffing. Instead, focus on naturally integrating relevant keywords that your audience is likely to search for.
By placing important keywords towards the beginning of your headline, you improve their visibility and lessen their chance of getting cut off and not being displayed in the search result listings.
Example:
Instead of "Best Ways to Eat Vegan"
Try "Best Vegan Recipes for Beginners" (includes "vegan recipes" and "beginners").
Bonus Tip: Use Power Words to 'Humanize' and 'Energize' Your Headlines
Unlike keywords, which help readers and search engines understand the content, power words evoke emotions. Those could include curiosity, excitement, urgency, fear, desire, sympathy, or many others. By including power words, you'll make your headlines more interesting, attention grabbing, and engaging.
Example Headlines (with keywords underlined and power words italicized):
Informative:
"How to Write Catchy Blog Headlines: Free Step-by-Step Guide"
Emotional:
"The Unexpected Lesson I Learned From Failure"
Practical:
"5 Simple Tips to Boost Your Productivity Today"
New, Unique, Different:
"Forget Everything You've Learned: A New Take on Investing"
Witty, Informal:
"Your Blog is Boring? Here's a Proven, Quick Fix"
Have fun experimenting with power words! Just be sure your headline honestly reflects the content and doesn't become clickbait.
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4. Keep It Concise
Search engines display only a limited number of characters, usually fewer on mobile than on desktop. Aim for 60 characters or less to avoid getting cut off in search results or social media shares. Special characters like commas, ellipses, and parentheses can also affect how much of a headline is shown.
Be sure that keywords and the core message appear within the first few words.
Example:
"5 Social Media Strategies for Gaining More Followers"
At just 52 characters, this full headline will display in the search results listing on both desktop and mobile devices.
5. Create Curiosity
Headlines that spark curiosity encourage clicks. Engage your readers and leave them wondering, "How can I learn more?"
This could be a question or a promise of something surprising.
Example:
"How I manage to save $1,000/month working part-time."
This generates curiosity, making readers want to learn what the secret ingredient is.
6. Use Actionable Language
Great headlines tell readers exactly what to do. Engaging, actionable language encourages readers to take the next step, whether that's reading the article or applying a tip.
Example:
Instead of "Tips for Getting a Better Job"
Try "Master These 3 Simple Skills Before Your Next Job Interview."
Action verbs like "Master," "Discover," and "Boost" push readers to take action.
7. Incorporate Numbers and Lists
Numbers are not just for listicles--they grab attention and make it clear that your content is easy to scan. People like to know exactly what they'll get, and numbers make the benefits easier to follow and encourage taking action.
Example:
"10 Essential Tools Every Blogger Should Use"
or
"5 Simple Steps to Write Headlines That Get Clicked"
The key here is simplicity. Numbers promise a clear structure that's easy to digest.
8. Appeal to Emotions
Tap into your readers' pain points, desires, or aspirations. Whether it's fear of missing out (FOMO), frustration with a problem, or the dream of achieving something new, emotional headlines can be highly effective.
Example:
"Escape the 9-5 Grind and Live the Life of Your Dreams"
This headline appeals to people who want to break free from the traditional work model, tapping into their emotions and desire for freedom.
9. Make It Relevant to Your Audience
If your headline doesn't speak directly to your target audience, it's not going to resonate. Understand who you're writing for, and tailor your headlines to meet their needs, interests, and pain points.
Example:
"10 Top Budgeting Tips for College Students"
Make sure your headline is tuned in to the specific group of people who will benefit most from your content.
10. Stand Out from the Crowd
In a sea of content, your headline must stand out. A headline that is unique, different, and visually appealing will always grab attention.
Add descriptive words to make the headline more compelling.
Example:
Instead of "How to Write Good Headlines"
Try "How to Write Attention-Grabbing Headlines That Win More Clicks"
Just like that Saint Bernard in our feature image, your headline should be big, bold, and impossible to ignore.
11. Avoid Clickbait (Most of the Time)
While you want your headline to be intriguing, make sure it accurately reflects the content of your post. Misleading or sensationalized headlines can frustrate readers and hurt your brand's reputation.
Example:
Instead of "How to Retire Wealthier Than You Ever Imagined Possible"
Try "I'm a Financial Advisor. Here's the #1 Way People Get Rich"
That may seem like a long headline, but it's only 58 characters and yet it establishes authority, creates intrigue, and doesn't oversell.
12. Test and Optimize Your Headlines
You don't always know which headline will perform best until you test it. A/B testing of different variations is a great way to see what resonates with your audience. Sometimes small tweaks can lead to big improvements in your click-through rate.
Unfortunately, traffic volume can be a limitation for many small business websites. For A/B testing to uncover statistically significant results, you need a reasonable amount of traffic to the page where you're testing the headlines. With very low traffic, it can take a long time to see meaningful differences.
Bonus Tip: Use Urgency (But Don't Overdo It)
If you can, add a sense of urgency or exclusivity to your headline. This can drive clicks by making readers feel like they need to act quickly, but be careful not to overdo it or create false urgency.
Example:
"Ends at Midnight Tonight: 50% Off Our #1 Online Course"
or
"Stop Losing Leads--Write Headlines That Attract Buyers Today"
If you get stuck when writing headlines, refer to our handy go-to guide!
For easy access to the key strategies we've discussed, download our 12 Rules for Writing Great Headlines cheatsheet! Keep it handy whenever you're crafting your next headline, and watch your click-through rate improve.
Download our FreeHeadline Cheatsheet!
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If you're short on time or not sure where to start, our top-notch writer in Asheville is available to craft compelling, click-worthy headlines for you.
We'll handle the details. You can focus on your business. Call Joe Web now: 828-551-9761
4 Examples of Headlines That Work (And 1 That Could Be Improved)
Example 1.
What we love: A strong headline that taps into a longing for economy ('downsizing'), simplicity ('a breeze'), and aspiration (owning a 'stunning' home).
Example 2.
What we love: This great headline appeals to both pain points (reducing 'stress') and desires ('high-paying job'). There is even a hint of urgency ('to pursue') as if, you better do it now before they're gone!
Note: Tip #12 in our list above recommends A/B testing to help determine the most effective headlines. When I refreshed the MSN welcome page, the following new headline appeared. Perhaps the inclusion of a powerfully worded specific ('$50 an hour,' in place of the generic 'high-paying') makes this variation even more of a winner:
Example 3.
This headline is packed with intrigue (what is it about the 'Japanese?') and an unexpected specific detail ('over 92').
Example 4.
A concise, straight-to-the-point example of highlighting pain avoidance ('avoid going broke') from a trusted authority ('Warren Buffett') who commands attention.
Example 5.
There is a strong sense of urgency ('100-year'), implying that this event is rare but potentially catastrophic--so you better be ready. The fear factor is also prominent ('flood' and 'warning').
Possible weaknesses: "Weather forecasters" is somewhat general, and the headline length is too long--the most powerful keywords appear too late. Google's 50-60 character limit doesn't even allow "100-Year Flood" to be seen. Because of that, search engine visitors see no indication of the message--as shown below:
Our suggestion for improvement:
"Warning: The 100-Year Flood is Coming (& You Aren't Prepared)
Why this headline works better: It still contains urgency and fear and the parenthesis gives the impression that the reader is being let in on an important secret. The key phrase "Warning: The 100-Year Flood" appears at the beginning. And with just 61 characters, this headline would display in its entirety. All we might lose is the closing parenthesis.
Our Simple (But Effective) 3-Step Formula for Writing Great Headlines
Here is the 3-step headline writing system that saves us hours of frustration and consistently produces click-winning results:
Identify the primary message: What do you want the reader to take away from your post?
Highlight the benefits: What will the reader gain or avoid by reading?
Create an additional motivator: Use curiosity, urgency, or surprise to encourage clicks.
Got 10 minutes? Let's write some great headlines
The purpose of this exercise was to come up with a list of unique alternative headlines for this post on "How to Write Great Headlines." While a few wouldn't be feasible (we haven't performed the tests or studies cited), we're confident that the basic ideas behind each would be effective at grabbing attention and getting clicks.
Ideally, each headline would fall under the 60-character limit for Google search listings. However, for those that run slightly over, they wouldn't lose any important keywords or the essence of their message. Plus, when visitors arrive on the landing page, the full headline will be visible.
1. Why 7 out of 10 Search Listings Don't Get Clicked. (And a Simple Fix)
Character count: 69
Approach: Identifies pain, implies exclusivity, and proposes a solution.
2. Need More Website Traffic and Sales? Try This Free, Quick Fix
Character count: 61
Approach: Identifies pain, implies value, and proposes a solution.
3. We Conversion Tested 6 Headlines. Can You Guess Which Won?
Character count: 58
Approach: Establishes credibility and adds intrigue. Asking a question encourages engagement.
4. We Studied 50 Great Headlines. 36 Had This Pattern in Common
Character count: 61
Approach: Establishes credibility and adds intrigue.
5. We Tested 10 Webpage Headlines. Here's What We Learned
Character count: 54
Approach: Establishes credibility and adds intrigue.
6. I'm a Blogging Pro. Here's How I Write $1,000 Headlines
Character count: 55
Approach: Establishes credibility and a value on our solution.
7. The Recipe for Writing Headlines That Consistently Win Clicks
Character count: 61
Approach: 'Recipe' sounds actionable and easy to follow. Implies a long-term solution.
8. The Formula for Writing Click-Winning Headlines That Sell
Character count: 57
Approach: 'Formula' sounds actionable and easy to follow. Ends with benefit.
9. Our 3-Step Process for Writing Click-Winning Blog Headlines
Character count: 59
Approach: '3-step process' sounds actionable and easy to follow. Ends with benefit.
10. Our 3-Step Headline Writing Formula That Boosts Clicks & Sales
Character count: 62
Approach: '3-step process' sounds actionable and easy to follow. Ends with multiple benefits.
Summary
Writing headlines that attract attention and build sales is part art, part science. By keeping an eye out for great headlines, you'll be nourishing your creativity to start you thinking like a headline-writing master. Staying mindful of our 12 headline-writing tips will provide good guidelines to help keep you focused. Lastly, implementing our simple but effective 3-step headline-writing formula will save you hours of trial and error and frustration.
When taken together, the information shared in this post will soon have you writing great headlines that do more than just introduce your topics--they'll help amplify your message, build your customer base, and increase sales.
Remember, just like that big Saint Bernard at the dog show, your headline should be the first one on the page that catches everyone's eye and triggers their interest to learn more.
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