Studies show that while approximately 75% of web readers will read the headline copy, only about 20% will continue reading the entire article. While these statistics can dismay hard-working web writers, there is good news for writers who have mastered the art of the headline. Compelling headlines are important in both print content and web content however their importance in web content perhaps edges out that of the printed page. Web content must be shorter than print content, concise and must be able to be easily and quickly scanned. Web headlines must also be short—although must clearly summarize the ensuing article.

The most important keywords must be front-loaded in web headlines and in the short amount of words allowed the headline must be rich with information. Remember that your headline is the first—and possibly only—impression you will make on a prospective reader.Further, this short, snappy headline which is chock-full of information must also be understandable when taken out of context. While this is not an issue in print content, web headlines often appear in search results without the accompanying article. Finally, a web headline allows the web reader to decide whether they even want to read the accompanying article so it must grab the reader by the collar and refuse to let go. If this sounds like a pretty tall order—it is!

Why Every Word Must Work Hard for Its Living

As you can see, headlines convey the essence of the story without requiring a click. We web readers are stingy with our clicks, and don’t want to waste them on anything which has no benefit to our specific situation. A great headline tells you with a fairly high level of certainty whether you will be interested in the rest of the story. The average headline is a mere five to eight words, so imagine the wealth of meaning which must be squeezed into such a tiny space.

Tips for Writing Persuasive Headlines

Many web writers only think of SEO keywords in terms of improving their story’s rating on Google. It’s important to remember that those same keywords can grab your web reader’s attention, causing them to click on the site. Asking questions in your headline can be a great tactic for stirring up curiosity and generating interest and discussion. Don’t be afraid to be a bit provocative, or even a tad shocking in your headline. Yes, you run the risk of offending a small percentage of your readers, but you may also pique the interest of hundreds or thousands more who will click on the link and read the story simply because of the tantalizing headline.

Should You Go for the Clever Turn of Phrase?

Because today’s web reader leads an incredibly busy life, remember they simply don’t have the time to study your page to determine whether it’s relevant to them or to their specific issue. The web reader relies on you—the writer—to tell them in a succinct manner whether the copy is worth their while to read, and you do this through your headlines. While a catchy or clever headline which gives the reader a good feel for the remainder of the article is great, a clever headline which is not followed by a great article can leave the web reader feeling cheated.

Specific Headlines Which Work

The “how-to” headline is one of the best ways to grab the attention of your reader, letting them know exactly what will follow. While how-to titles are extremely relevant they must nonetheless be used judiciously, and you absolutely must follow through with the answer to the how-to question or your reader will feel cheated. Try combining relevance with results in your headline and remember that above all else your readers are looking for the beneficial outcome even above a product or service.