In the bustling world of content creation, crafting headlines that capture attention without resorting to clickbait is an art. Insights from an owner and a Marketing Specialist shed light on this skill. The first tip emphasizes providing clear value and specificity, while the final insight highlights the importance of showcasing outcomes and benefits. Discover a total of five expert-backed strategies to enhance your headline game.
Provide Clear Value and Specificity
My most effective tip for crafting article headlines that perform well without resorting to clickbait is to focus on providing clear value and being specific. A great headline should tell readers exactly what they will gain from the article while sparking enough curiosity to draw them in.
For example, instead of writing a vague headline like, “The Secret to Marketing Success,” I would use, “5 Proven Strategies to Boost Your Marketing ROI in 2024.” This headline clearly sets expectations and highlights the specific benefit for the reader. Providing both specificity and value attracts clicks without misleading or overpromising.
Andrew Lee Jenkins, Owner, Andrew Lee Jenkins
Prioritize Clarity and Authenticity
As an experienced digital marketer, my top tip for crafting effective article headlines is to prioritize clarity and value over sensationalism. Focus on conveying the core benefit or insight your article offers. Use specific language and keywords that resonate with your target audience, ensuring the headline accurately reflects the content. Incorporating numbers or actionable phrases can enhance engagement, such as, “5 Proven Strategies to Boost Your SEO.”
Also, consider using questions or intriguing statements that spark curiosity while remaining honest. Avoid hyperbole; instead, aim for authenticity. Testing different headline variations through A/B testing can also help identify what resonates best with your audience, ensuring your headlines drive organic traffic without resorting to clickbait tactics.
Dylan Young, Marketing Specialist, CareMax
Align Title with Search Behavior
Craft a title that someone would likely type into Google, ensuring it aligns well with user experience and performs consistently based on common search behavior. The title should be engaging and relevant to the topic, making it easy for users to find what they’re looking for when they conduct their searches. This approach improves visibility and also enhances the chances of attracting more readers.
AL Tran, Blogger, Author, Ai Trainer, DS Inspire
Base Headlines on Audience Questions
When thinking about article headlines, the first question I ask myself is what an audience is most likely to ask when searching for the topic or keyword I am writing about. I use this question as the basis for my headline. I either turn the headline into a question related to the topic or create a headline that hints at the answer contained in the article.
This works for two reasons. You meet people where they are at when they are searching for a keyword, and you signal that you have the answers they need without resorting to clickbait.
David Holman, CMO, Textun
Highlight Outcomes and Benefits
Crafting compelling yet authentic headlines is my bread-and-butter. The most effective tips I’ve found are:
Keep headlines under 7 words. For example, “3 Ways We Increased Email Revenue 43%.” Brevity and specificity win.
Focus on outcomes and benefits. “How We Grew Monthly App Subscriptions 500% in 6 Months” shows meaningful results. Feature numbers when possible. “The $250k Content Strategy That Transformed Our Sales Cycle” gives readers concrete details on what to expect.
For over 20 years I’ve tested numerous headline options across industries. The high-performing headlines are usually simpler than you’d expect, highlight real value, and match audience needs. Deception never works as well as authenticity. With the right message and targeting, you can achieve real impact.
Julie Ginn, Vice President Global Revenue Marketing, Aprimo
