A recent study confirms about Web content what print publishers and editors have known for years: Huge numbers of readers only scan the headlines and never actually read most stories. Like a compelling photograph, a great headline can act as an entry point to draw fickle and time-pressed readers in and actually keep them there long enough to, well, read.
The handful of words that make up a headline must be chosen carefully. If your headline isn’t stellar, it’s very likely that all the other words you wrote will never get read and, therefore, will count for nothing. Follow this guide to writing awesome headlines that hook the reader.
Print publishers have known for decades that many readers just skim the headlines.
Be Accurate
A recent headline in a major news publication read “U.S jets drop four bombs on Great Barrier Reef after fuel emergency in training exercise.” After reading the story, it was revealed that although four bombs actually had been dropped on the delicate, endangered, and protected natural wonder that is the Great Barrier Reef, the bombs had not been activated, didn’t explode, and were later recovered by the military.
Although the headline perhaps compelled the reader to delve into the story, it was sensationalized and misleading. Headlines that mislead — deliberately or not — directly affect the credibility of the publication. The short-term gains of drawing readers into a story are not worth the permanent losses in perceived credibility.
Keep it Short and Sweet
A headline should be fewer than 10 words. There are virtually no exceptions to this rule. Get in, hit hard, and get out. If the topic is complicated or hard to summarize briefly, use a subhead or a descriptive lead paragraph.
Avoid Adverbs
With a few rare exceptions, if a word ends in “ly,” a red flag should go up. Adverbs are crutches that are occasionally useful to prop up action words. Like all crutches, if leaned on too often, they make you weak.
If you’re tempted to use an adverb, try to find a more powerful verb that can stand on its own two feet, or just make sure that the adverb isn’t superfluous. If a car “suddenly stopped,” leave out “suddenly.” A stop is inherently sudden. If it rolled to a stop, say that.
Use the Active Voice
Headlines should go subject-verb-object. Many great writers have voiced logical, credible arguments as to why the passive voice is sometimes preferable in headlines, and it essentially comes down to preference. It is not arguable, however, that you can convey the same thought with fewer words in the active voice. For example: “The player hit the ball” instead of “The ball was hit by the player.”
Avoid Puns
If you’re going to engage in wordplay, it better be good. If you think you have a great pun, do yourself a favor and run it by someone who will tell you the truth. Puns are more often than not obvious, predictable, and cheesy.
The overwhelming amount of Web content means blog headlines really have to shine.
A headline is your first and best chance to get someone to actually read the other dozens or hundreds or thousands of words you wrote. Make sure your post delivers on your headline; don’t repeat your lead paragraph; and use plain, but bold, language. Keep it short and take your time writing it. If it’s just OK, nothing else you wrote will matter.
About the Author: Andrew Lisa is a freelance writer living in Los Angeles. He writes about the blogosphere and profiles destination providers such as Bluegreen Resorts.

I’m always trying to find new ways to get my blog titles to pop. These are some great tips that I will certainly be putting into practice!
Felicia recently posted..Ask Felicia: Fear of the Dark
These are great tips — especially the one that says to keep short and sweet. I love to write but I have to remind myself that most people have no time to read long articles.
Really great article, no doubt headings are most important thing when it comes to on page seo. You have given the nice tips for to have a nice Heading on blog post. Thanks for sharing
Muneeb Ahsan recently posted..How to make bootable usb without using 3d party software
Thanks for the tips! I definitely need to work on having more clear and accurate headlines. I’ve noticed a lot of mine are vague and general, which I know isn’t good!!
Blogelina, I have to tell you–I am so pleased with your blog, e-course, and the blogging bundle workbooks you’ve written. Thank you so much for doing what you do–and doing it well! 🙂
Devoted Sonriser recently posted..Dear God: My Prayer Journey Introduction (Day 1)
Hi,
I would also like to add that you should write for web, meaning avoid huge blocks of text.
When it comes to headlines there are timeless advices from fathers of copywriting and advertising. Some are already hundred years old. Just Google Ogilvy headlines etc.
Although writing for web is new psychology is still the same.
Your post has to catch the attention same as newspaper in 19th century.
James
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Great article. Great tips. I don’t know if I agree with the “avoiding puns” – used sparingly, and with the right audience they can be quite effective. If anything for the reason that people instantly understand them, which immediately can add a connection to the content. At the very least it can encourage curiosity.
I did enjoy the article!
Sadly, sometimes we must trade off between great creative writing and SEO (What Will Google like?) . A catchy creative headline can often get lost in a search engine…sad but true!
Sheryl Thompson recently posted..Slow Cooker Zucchini Italiano Casserole Recipe – A great Vegetable Side Dish
You’re right, Sheryl – it’s such a fine balance!
Great tips for headlines. I will remember to use these when creating my posts. I do like to use an “ly” word, although not so much in my headlines…and you’re right. They are often unnecessary. Thanks!
C. Lee Reed recently posted..Happy Birthday to our daughter
This is great tips! Thank you.
Melissa recently posted..Daily Goals- Thursday, August 1st, 2013
Catching your readers attention at first glance and doing it ethically is key to success in Blogging. Thanks for the great tips.
LFG
http://www.Lush-Fab-Glam.com
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Thank you so much for these tips. I agree, speaking in the active voice is very powerful. My wife who helps me with the editing of my blog has often encouraged me do just that.