7 Ways To Improve a Headline in 5 Minutes
Entice more people to read and share your content with these fast tweaks.
By Eric Corpus
If your content isn’t performing as well as expected, the solution could be as simple as fine-tuning your headlines. The results should compel busy readers to stop what they’re doing and click. These seven revamps can make a big difference.
1. Keep It Snappy
Focus on brevity, including keywords and details but trimming anything that doesn’t advance the headline’s meaning. Google shows only the first 70 characters in its search results — anything longer will be truncated.
- Before: “The Hidden Reason That Tourists Actually Flock to This Beach”
- After: “The Hidden Reason Tourists Flock to Laguna Beach”
2. Punch Up Your Language
Invigorate headlines with words that excite. Enormous has more energy than big, for instance, just as darts sounds more thrilling than walks quickly. A good thesaurus can help you find zippier options that spark interest.
- Before: “UM Journalism Graduate Caps Off Successful College Career”
- After: “UM Grad Scores 1 of 8 Coveted Newsroom Internships in D.C.”
3. Lead With a Number
Numbers — in digit form, not spelled out — stand out when readers scan headlines and help them quickly understand what the content covers.
- Before: “AI-Compatible Websites”
- After: “7 Signs Your Website Isn’t Ready for AI”
4. Wield Wordplay
Literary devices like puns, rhymes and alliteration (repeating a sound at the beginning of multiple words) can make a headline fun and charming. One caveat: Cleverness alone won’t cut it, especially in the digital world where keywords are so crucial. You still need to be very precise about what readers can expect to learn from the content.
- Before: “The Pandemic May Be Affecting Your Concentration”
- After: “The Fight To Focus: Covid-19 and Cognitive Load Theory”
5. Turn the Headline Into a Question?
Humans are curious creatures with brains wired to seek answers to questions. “What’s a Donor-Advised Fund?” is a stronger hook than “What To Know About a Donor-Advised Fund.” The question format also offers an opportunity to preview more of what’s to come, such as “What’s a Donor-Advised Fund? How You Can Maximize the Tax Benefits of the Charitable Giving Vehicle.”
- Before: “Degrees That Can Earn Workers Six Figures”
- After: “Can Your Degree Earn You Six Figures?”
6. Use “You” or “Your”
Headlines that use second-person pronouns connect on a personal level. Readers who see the line “Do You Know the Best Hiking Spots in Arizona?” instantly wonder if they do.
- Before: “GLP-1 Drugs Can Impact Many Diseases of the Skin, Hair and Nails”
- After: “How GLP-1 Drugs Can Affect Your Skin, Hair and Nails”
7. Call Out Your Target Audience When Applicable
If you’re addressing a specific group, be bold about it. Headlines like “The Telehealth Options New Parents Need to Know About” and “10 Exhilarating Destinations for Solo Travelers” are obvious about whom the stories will benefit. That clarity is helpful for search engines, too.
- Before: “The Ultimate Weekend in Sonoma County”
- After: “The Ultimate Weekend Itinerary for Wine Lovers in Sonoma County”
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Eric has worked in a variety of areas within the wide world of marketing, including web development, video production, photography, digital marketing and, of course, content. At Casual Astronaut, he helps lead content programs for clients such as Farm Bureau Financial Services, The University of Kansas Cancer Center and Cabarrus County Convention & Visitors Bureau.
A relentless creative, Eric enjoys writing, making videos and playing music in his free time, as well as teaching his three boys to do all the aforementioned. He lives in Florida where he loves to connect with people and host dinners (during which he’ll likely mention his 13 years living in New York City at least once).