August 19, 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?

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