What Is a Compelling Headline?

How important is a compelling headline? 

Since the headline is what most people will first see when they interact with your content, you must make it interesting enough to click on. Even if your article is the best about your specific topic, you still need a way for people to see it. 

Your headline should tell readers what to expect when they click on your content, but it also needs to create a sense of mystery. You should also consider how to incorporate keywords that you may need for search engines. 

Is there an average number of words or characters that work best? 

Headlines should be up to 60 characters long or between six and 12 words, but some websites follow different rules. Nonetheless, if you’re new to content creation, stick within these parameters until you’ve learned how to craft headlines. 

You can use different titles for social media and search engines, but these should still encourage readers to click through. Moreover, you need to keep them relevant to the article or page topic. 

What are the different types of headlines?

Different industries, companies, and publications use headlines like how-tos, questions, and direct headlines. Here’s a summary of some to consider if you’re new to content creation. 

• Direct Headlines: These identify the article topic (e.g. An 8-Day Iceland South Coast Itinerary). 

• Question Headlines: These headlines ask a question related to something the reader might be thinking (e.g. Do You Know the 2025 Tax Filing Deadline?). 

• How-To Headlines: These headlines are used for how-to guides tech and other sectors (e.g. “How to Download iOS 18”). 

• List Headlines: These are used for “listicles”, which is when articles compare or have a specific number of sections (e.g. “10 Alternatives to Adobe Lightroom”). 

• Curiosity Headlines: These headlines are designed to make readers click through and find a specific tip (e.g. Do This Thing to Boost Productivity). 

Where are compelling headlines used? 

You’ll see headlines used across the internet, but they also appear in print media. Here are some places where they’re commonly used:

• Blog Posts and Articles: Used by companies, blogs, magazines, and online news websites. 

• Social Media Posts: Used especially on text-based platforms like X (Twitter) and LinkedIn, but you’ll also see them in Instagram carousels. 

• Email Subject Lines: Used in newsletters and individual emails for the purpose of opening the message. 

• Ads: Used in online banners, billboards, and magazine ads. 

• Landing Pages: Used by websites for products and services. 

How can you make great headlines? 

Here are some tips that you should follow when creating your headlines: 

• Know your audience: Use the language that your target audience would use, and think about what they would search for. 

• Use power words: Consider using action verbs and things that will evoke emotions. 

• Highlight benefits: Tell the reader why they should consume your content, but make sure that you deliver on your promise. 

• Keep it concise: Start by sticking between the 6-12 word category. Your headlines should also be roughly 60 characters as a guideline. 

• Be specific: Tell readers exactly what your content is about and use direct language.

• Experiment: You’ll probably need to use different headline types, but in general, you should see what your audience interacts with on each platform.

How can I test my headlines?

Try different headlines and gather data, such as clickthrough rates and total views, to determine where you need to tweak them. You should test your headlines over a period of a few months and, if needed, make adjustments when you have the necessary information. 

Ways to test your headlines include: 

• A/B Testing: Also known as split testing, this involves making multiple headlines and trying each of them. You’ll see split testing used on YouTube, but it’s also utilized for other mediums like blogs. 

• Headline Analyzer Tools: Use free or paid headline analysis tools to receive scores and suggestions for improvement (e.g. sentiment). 

• Asking for Feedback: Ask your audience, but also gather thoughts from friends and other team members. Make sure they give you honest feedback. 

Conclusion

Headlines are an essential starting point to content engagement; without a compelling one, you won’t attract an audience. Consider using several types of headlines, such as questions and list-based ones. Make sure that whatever you choose is relevant to what you’re publishing; you might need to use multiple versions. 

You should also stick within character and word counts to begin with; being creative only works once you know the basic rules. Use the tips mentioned in this guide and observe examples of headlines that convert online.