Writing Great Website Headlines: First Things First

Let’s start this conversation about website headlines by focusing a little on what they are and what they can and cannot do.

Headlines (and titles) are your initial handshake with your reader. They can range from weak and limp-wristed (yuck) to over-powering and over-the-top (ouch). My personal style isn’t so much the Vulcan-death-grip-drop-you-to-your-knees approach in either handshaking or writing. Instead, I like to shoot for something in the middle.

(But if I had to choose sides – I would lean slightly towards the stronger end of the spectrum. So consider yourself warned. )

The point is, you want your first contact with your reader to inspire trust and confidence. A weak and wimpy first impression is no good – and neither is false bravado (or false promises).  The best website headlines are going to grab attention and hold it – but only long enough to get your visitor/reader through the door. They decide in the split second it takes to read it whether or not they want to invest more of their time with your words.

To accomplish this – your headlines should promise to do one of 4 things for your reader: It should convey that you know how to make their lives:

• Better
• Easier
• More Fun
• More Profitable

Craft a headline that points to how your content can help them accomplish any combination of these 4 things – and you are on your way.  (The rest of this week, we’ll talk about how exactly to do that).

Without question, headlines are key to your success with Content Marketing. Keep in mind, however, that a great headline is only part of the equation. It will get the ball rolling, but you have to back it up with great content that delivers on the promises the headline makes.

Tomorrow, we’ll cover some of the best tried-and-true website headline creation strategies – and how to make them your own.

Til Next Time,

PS Don’t forget my live Webinar chat with Lynn Terry is later today at Noon EST.  If you haven’t registered yet – there is still time.  Hope to see you there!