How To Write A Clickable Headline

6 simple steps that will help lure readers.

My highest earning article originally had around 10 views. It was a pretty dismal result. And this remained like that for a couple of weeks. I knew the content within the article itself was good. I’d been so proud of it that I’d rushed my way through to completion — dodgy headline and all. So I decided to tweak it — I rewrote the title about 20 times until I landed on one that felt right. Once updated, the clicks came pouring in, and that article ended up paying for 30% of my Europe trip.

There’s no doubt about it — your headline is the most important part of your article. It doesn’t matter if the actual content of your article is a true masterpiece or complete drivel if no one even clicks through to it in the first place. You have to lure them in first.

I’ll admit that I’ve written several very average (if not below average) headlines. And I always suffer the consequences. Tweaking headlines of ill-performing articles has been a gamechanger for me, as mentioned above. Learning what works and what doesn’t, I’ve found even the tiniest changes have the biggest impacts on clickthrough rates.

Although I strongly believe that rules are made to broken, there are certain rules that have come into play for a reason.

Below are 6 ways to help your headline become more clickable, tried and tested by myself and thousands of others.

1. First & Last Words

Readers will commonly only read the first word and the last three words of your title if they are skimming, but the first word is the most important.

When people are faced with an abundance of content and multiple headlines are calling for their attention, they’re most likely going to skim each title. Their mind is wired to find those keywords that peak their interests and tastes.

With this in mind, I personally like to begin my articles with how, why or what. It creates a sense of intrigue and lets the reader know that I might be able to help them with something. I do, however, still struggle with my addiction of starting a title with the word “So…” but I’m only human.

I also try and put the main, key word in the last three words of the title — for me, it’s usually something pertaining to writing, productivity, grief or weight.

This is usually the word that will get the reader to enter your realm. Don’t leave this out.

2. Keep It Short (Just Not Too Short)

It’s commonly said that the ideal length of a title is 6 words (with titles of 6 words earning the highest number of click-throughs).

Of course, every rule has it’s exceptions but try to keep your titles under 10 words.

Too short, and it won’t be easy to search. Too long, and people won’t bother reading or they will struggle to understand — especially when they’re just skimming.

3. Add Some Emotional Benefits

A title which says to the reader, “Hey, I can help you with this particular part of your life, come read me” is going to get a higher level of clicks.

Whether you’re appealing to fear, curiosity, romance or another shared human experience, try and make your title call out the emotional benefit that will come to the reader if read (if the article calls for it, of course).

Below are some articles with great titles that I’ve recently enjoyed from Medium users. All of these titles promote an emotional benefit:

You Aren’t Supposed to Like the Person You Used to Be by Brianna Wiest Emotional benefits: Feeling understood, allowing yourself to grow.

You’re Not Lazy — Self-Isolation is Utterly Exhausting by Gillian Sisley Emotional benefits: Permission to cut yourself some slack. Comfort of a shared human experience.

10 Quotes That Will Help You Stay Calm During Hard Times by Sinem Günel Emotional benefits: A state of calm and comfort.

How to Finally Finish Your Creative Projects by Eileen Pollack Emotional benefits: Motivation and inspiration. A sense of accomplishment.

7 Essential Money Lessons from ‘The Wealthy Gardener’ by Sergey Faldin Emotional benefits: Feeling wealthy or financially secure.

4. Keep It Simple

Everyone loves beautiful prose, but your headline is rarely the time to experiment with it.

Avoid abstract and mysterious titles, because although they may seem clever once the reader has finished reading your entire piece… it’s highly unlikely that the reader will even click through to it in the first place. And your well thought-out title will go to waste, anyway.

Make sure that your title sums up exactly what your article is about. Let the reader know what they are going to learn or read about. Save the riddles for another time.

5. Write More Than One

Don’t just go with the first headline that comes to mind. Try and write at least 10, if not 20.

I know this may seem excessive but each different headline will make it clearer to you as to what is working and what isn’t. It may seem like a lot of effort for a few words, but those words are vital.

Why bother writing a 1000 word article only to let yourself down with the final 6 words?

When it comes to a great headline, you’ll know it when you see it. Write as many as you can, and then go with your gut.

6. Learn From Others

I’ll often see an article that I can’t click on fast enough. Maybe it struck an emotional chord. Maybe it seemed to pertain information relevant or of interest to me. Usually it’s because I’m in need of some inspiration or motivation (I’m a sucker for self improvement and how-to articles).

Whatever it is that makes you click on a title like your life depends on it, make sure you write it down. Anytime a headline really excites you, record it.

Analyse your list every now and then, and see if they have anything in common. What makes them clickable to you will also make them clickable to others too.

7. Use Numbers

Unless you’re a hater of listicles (how DARE you, and why are you here?), this tip will make sense to you. I know it rings true for me — they’re what I love to read and what I love to write.

They’re easy for the brain to process, and they’re usually easy for the reader to skim parts that are relevant to them. When a reader sees numbers in your title, they will feel assured that your article will be easy to comprehend and digest.

“Numbers work well in headlines because humans like predictability and dislike uncertainty,” says Buffer’s Courtney Seiter.

The importance of your headline can’t be emphasised enough. If you finish an article and find that you’re absolutely spent, try and walk away from it. Let your mind breathe. Return to it later, if not the next day. Your title will make or break you article, and it deserves proper thought.

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