Whether they’re in a blog post, website, or LinkedIn ad, headlines are tough to write. They’re the first thing your audience sees when they click through from social or a search engine results page (SERP). They need to be eye-catching, convey the benefit of the article in an attention-grabbing way, and work for both search engines and readers alike.
According to Buzzsumo’s Steve Rayson, using power words (words that are strong or have a lot of impact) in the front of your headline can increase the likelihood of social engagement. He also found that specific trigrams, groups of three words, correlated with increased Facebook likes, comments, and shares.
Asking a question in a headline is a great way to get your reader’s attention and make them curious enough to read on. It can also create a sense of urgency or need. It’s important to be sure the question accurately reflects the content that follows, however, as misleading headlines can cause high bounce rates from people who click expecting one thing and getting something else.
The best headlines provide real value to readers. They answer their questions, solve their problems, or help them achieve a goal. By explaining what’s in it for them, they build trust in your brand and are more likely to engage.