April 30, 2017

Catch readers in your web

Online headlines must get found, clicked and more

To reach readers online, you need to spin some powerful headlines. Specifically, craft web heads that are clear, context free and creative.

Catch readers in your web

Said the spider to the fly Write web heads that are clear, context free and creative. Image by Erwan Hesry

In print, headlines must grab readers’ attention and tempt them to read the piece.

Online, headlines must grab readers’ attention and tempt them to read the piece, as well. But web heads must also help your message:

1. Get found.

If Google can’t find it, to paraphrase Jeff Foxworthy, can’t nobody find it. That means your web headline must help Google find your page by supporting search engine optimization (SEO).

2. Get clicked.

Once your web head hits an index on a mobile app, a search engine results page (SERP) — even your online newsroom — it has to stand on its own. If visitors don’t understand the headline without the supporting images, text and other context of the content page, chances are, they won’t click. That means your web headline must be explanatory.

3. Get read.

Once visitors click to the content page, web heads should orient. Write a headline that lets visitors know they’ve arrived where they were going and found what they were looking for — or that they should move on to another page.

4. Get shared.

Finally, your web head should be fascinating enough to get shared on Facebook, Twitter and other social channels.

Do your web heads fill all these roles?

  • Get Clicked, Read, Shared & Liked in Portland

    Online, constant problem solving (to click or not to click?) and divided attention (you’ve got mail!) lead to cognitive overload. (One researcher even found that reading on the screen temporarily lowers your IQ more than smoking weed!)

    “Try reading a book while doing a crossword puzzle,” writes Nicholas G. Carr, Pulitzer Prize-winning author of The Shallows: What the Internet Is Doing to Our Brains. “That’s the intellectual environment of the Internet.”

    So, in this environment, how do we reach readers online?

    Portland Online Writing workshopAt Get Clicked, Read, Liked and Shared — a two-day online-writing Master Class on July 27-28 in Portland and on Dec. 11-12 in Miami — you'll learn techniques for overcoming the obstacles of reading on the screen to get the word out on the web, in social media and via content marketing.

    • Think Like a Friend, Fan or Follower: Offer news you can use, and watch your reach and influence grow.
    • Create Content Marketing Pieces That Almost Write Themselves: Get our fill-in-the-blanks templates for tipsheets, survey stories and more.
    • Cut Through the Clutter Online: Overcome the obstacles of reading on the screen.
    • Lift Ideas Off the Screen: Draw visitors in, increase open rates — even reach nonreaders — with microcontent.
    • Get an online writing workout with Wylie: Take your blog post, webpage or status update from 'meh' to masterpiece when you practice your new skills on your own work.

    Learn more about the Master Class.

    Register for Online Writing Workshop in Portland.


    Browse all upcoming Master Classes.

    Would you like to hold an in-house Get Clicked, Read, Shared & Liked workshop? Contact Ann directly.

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