How to Write a Headline that Doesn't Suck

Business Owner: "Chris, we've been blogging regularly but can't seem to get any traction."

Me: "That's because your headlines kinda suck."

Okay, okay, so this wasn't a real conversation that I had with a business owner. Admission aside, writing poor headlines is a major -- and unnecessary -- roadblock to gaining readership and more website visitors.

Do you have to "go negative" like I did with this headline and opening? No, not at all. It's just one way of many to grab attention.

Most headlines I see written today, especially for small business blogs, are an afterthought, which is a big mistake because a killer headline can stop someone in their tracks. It can grab a person's attention while they are flying through their Twitter stream or Facebook newsfeed. It can stand out amongst all other results in the search engine results pages (SERPs).

The bottom line is that a compelling headline will stand out amongst a sea of boring headlines, which ultimately leads to higher click-throughs and more shares.

5 ways to craft a compelling headline

If you're thinking to yourself, "Yeah, I get it, but I don't blog. Writing killer headlines really doesn't have anything to do with my business." Think again! Headlines and calls-to-action play an important role in all of your marketing, such as:

• Traditional advertising and direct mail
• Online paid search (i.e. pay per click advertising)
• Email (subject lines require careful consideration just like an article's headline)
• Online and offline content like blogs, newsletters and press releases

That said, in this article we're going to focus on writing compelling headlines for your content, whether that's a blog post or an article for your newsletter.

Below are five types of headlines along with examples to help you craft the perfect headline for your next blog post. You'll see that most headlines follow a simple yet successful formula by including a "subject" and a "benefit" or "outcome".

The how-to headline

"How to" articles and headlines tend to resonate with readers because they can be very practical and are educational at their core. 

1. How to (benefit 1) and (benefit 2)- "How to Win Friends and Influence People"
2. How to (subject) That (benefit)- "How to Add Lighting to Your Deck That Will Increase Its Value" or "How to Increase the Value of Your Deck by Adding Lighting"
3. How Not to (subject)- "How NOT to Mow Your Lawn - 3 Ways You're Doing it All Wrong"
4. How (subject) Can Make/Help You (benefit/outcome)- "How Building a Garden Can Make You a Better Parent"
5. See How Easily You Can (subject) and (desirable outcome)- "See How Easily You Can Write Killer Headlines and Attract New Readers"

The list headline

Take a look at a bookstore's magazine section and you'll see that "list" headlines dominate the front covers. Readers love a good list! Try combining a list and how-to headline for maximum impact.

1. How to (subject or outcome) in 7 Easy Steps- "How to Master Facebook in 5 Easy Steps"
2. 10 Ways to (subject or outcome)- "5 Ways to Add More Color to Your Landscape Without Breaking the Bank"
3. 21 Reasons Why (subject)- "3 Reasons Why Your Roses are Struggling"
4. (Subject): 5... (subject and outcome)- "Website Redesign: 5 Homepage Tweaks To Increase Conversions"
5. My 10 Favorite (subject)- "My 5 Favorite Tools for Managing Twitter"

The comparison-based headline

Comparing subjects in an unbiased way can be extremely helpful to readers.

1. The Difference Between (subject) and (subject)- "The Cost Differences Between Above Ground and In-ground Pools"
2. (Subject) vs. (subject) vs. (subject)- "Concrete vs. Pavers vs. Stone: Which is the Best Option for Your Patio?"
3. How (subject) is Like (subject)- "5 Ways Inbound Marketing is Just Like Landscaping"
4. The Best and Worst (subject)- "The Best (and Worst!) Trees to Plant Near Your House"
5. The Do's and Don'ts of (subject)- "The Do's and Don'ts of Lawn Aeration"

The problem/solution headline

Everyone has a problem of some sort they would like to solve. Identify your audience's problems and provide the solution in a blog post.

1. Here's a Quick Way to (solve a problem)- "Here's a Quick Way to Find Broken Links on Your Website"
2. Finally, A (solution) to (problem) for (target audience)- "Finally, a Profit-Boosting Approach to Grub Control for Lawn Care Operators"
3. Get Rid of (problem) Once and For All- "3 Ways to Get Rid of Pesky Moles Once and For All"

The review-based headline

Reviewing a subject from all angles in an unbiased way helps you build expert status, not to mention is extremely helpful to readers.

1. Everything You Need to Know About (subject)- "Everything You Need to Know About Video on Instagram"
2. (Subject): Is it Really Worth it?- "HubSpot's All-in-One Marketing Software: Is it Really Worth the Expense?"
3. The Pros and Cons of (subject)- "Comparing the Pros and Cons of Outsourcing Your Marketing"

Hopefully these basic guidelines and ideas kickstart some ideas for you. Remember, great content starts with a great headline, so don't overlook it.

Of course, writing a killer headline is just one step in crafting a compelling blog post. Be sure to download our handy checklist, "10 Steps to Writing a Great Blog Post". This checklist will help you get organized, enable you to maintain consistency in your blogging and help you optimize each post for readers and the search engines. Grab the checklist by clicking the image below.

Image Credit: zimpenfish