Writing Headlines That Work: How to Write Effective Headlines

Writing headlines that work entails writing dynamic, effective headlines, which is an art in itself. Web site designers, freelance writers and bloggers all seek ways to encourage their readership or following. They desire to convey messages to followers or try to sell their web sites, web pages or articles to others.

In order to succeed, web site designers, freelance writers and bloggers must learn or practice the art of writing dynamic, effective headlines that work. Headlines work or they do not. In other words, good headlines obtain the results the web site or web page designers, freelance writers or bloggers are seeking or they fail to reach that goal.

A web page entitled “Headlines” offers internet writers, freelance writers and bloggers basic guidelines for writing good headlines. 

“The best way to write a good headline is to keep it simple and direct. Be clever only when being clever is called for.” (1)

“Use the active voice: Effective headlines usually involve logical sentence structure, active voice and strong present-tense verbs.” (2)

“A ‘capital’ idea: The first word in the head should be capitalized as should all proper nouns. Most headline words appear in lower-case letters. Do not capitalize every word.” (3)

“Number, please:” Numbers often go against AP style in headlines. For example, you may start a sentence with a number and even though that number is below 10, you do not have to spell it out.” (4)

On the internet, whether it is a web site, a web page, an article or a blog, it normally begins with a headline. That text, placed at the top or beginning, is what conveys the heart of the message the writer intends to convey to the reader.

What kind of content should a headline contain? Headlines may contain breaking news that leads into in-depth coverage or further details. It may serve as an alert that awakens the reader to new thoughts or ideas, the latest or up-dated news, events or issues of concern. It can lead the reader to articles or even feature stories that include audio or visual presentations.

What constitutes a good headline? In other words, when is a headline not satisfactory, good or excellent?

Perhaps one might suggest that if or when, someone reads a headline and does not desire to read on further, immediately or later, the headline may not be a good headline. If it does not attract the reader, it is less than satisfactory. A good headline will attract readers while an excellent headline will draw even more followers.
Writing a headline that will obtain the desired results includes the following four key points be current or timely, be accurate, be dynamic and be brief.

Headlines are proactive titles that lead potential readers into active readership. They serve to entice readers or potential readers. They help to sell web sites, web pages and articles. Headlines can attract readers or potential readers into long term following and serve as advertising for other works or series of articles by a web site or web page designer, freelance writer or author of a blog.

What is the purpose of a headline? When a writer begins writing, he or she has to start somewhere. Creating a headline helps the writer to focus on his or her topic.

What literary devices help to sell a headline? Numerous literary devices that work include the following: the use of puns, play on words, alliteration that repeats first consonant, use of homophones or different spelling for words, use of humor or comedy, use of a double meaning, use of a double entendre – indelicate or potentially offensive meaning that may be risqué or ironic in nature and use of shock

In conclusion, one might suggest the dynamic nature of a headline makes it work. It speaks to web designer, freelance writer, as well as readers. 

The bottom line is to create a headline that sells.

1. http://web.ku.edu/~edit/heads.html

2. Ibid.

3. Ibid.


4. Ibid.