Your headline is the first handshake with your audience (and sometimes the only one). If it’s limp, awkward or forgettable, no one’s sticking around for small talk. The best headline writing makes a promise in just a few words, pulls the reader in and sets the tone for what’s coming.
The magic happens when you hit that sweet spot between clarity, curiosity and strategy. Stray too far in one direction and you risk confusing the reader or losing their interest. Nail it, and you’ve got a traffic magnet.
To help you write click-worthy headlines, we’re breaking down everything you need to know, from the fundamentals to format-specific tactics. We’ll also look at a few examples and insights from the Brafton team — people who spend way too much time agonizing over this kind of thing.
The Basics of Headline Writing: What Makes One Work
A headline’s job is pretty simple: grab attention, communicate value and get the click. That’s it. But pulling that off requires more than throwing a few catchy words together.
Sure, “Puns of Anarchy” might make you laugh, but if you’re writing about motorcycle safety laws, no one searching for “motorcycle helmet regulations” is going to find you. Search engines can’t reward you if they can’t tell what your content is about.
A good headline is punchy, clear and promises something worth your reader’s time. It should work like a trailer for the main event, not giving away the whole plot, but enough to make them buy a ticket.
Aim for about 60 characters for search results and 40–60 for social posts. Those counts keep your main headline visible without awkward ellipses chopping it off mid-thought. Strong verbs give headlines momentum, specificity builds credibility and emotional triggers (like curiosity, urgency and clear, relatable benefits) keep readers hooked. If you can make someone feel something before they even click, you’re doing it right.
Subscribe to
The Content Marketer
Get weekly insights, advice and opinions about all things digital marketing.
Thanks for subscribing! Keep an eye out for a Welcome email from us shortly. If you don’t see it come through, check your spam folder and mark the email as “not spam.”
What Is the Golden Rule of Headline Writing?
Clarity almost always beats cleverness. That doesn’t mean you have to write like a robot. It means that if your headline is so clever it needs a decoder ring, it’s working against you.
When your headline tells the truth about what’s inside, readers are more likely to stay, and your bounce rate will thank you. Compare these two:
- Thinking Outside the Box in Marketing
- 5 Unconventional Marketing Tactics That Actually Work
The first is vague. The second gives you a number, a subject and a benefit. No mystery, no guesswork. You know exactly what you’re about to read, and you’re curious enough to check it out. That’s the balance you want.
Headlines by Content Type: What Changes (and What Doesn’t)
Headline writing isn’t one-size-fits-all. The best headline for a blog post wouldn’t necessarily work as a social caption or a press release title. The core principles stay the same (clarity, curiosity and reader value), but the execution changes depending on where your headline appears.
Let’s take a look at a few different types of headlines and some examples of each:
Blog Post Headlines
When writing headlines for blog content, you’re balancing both SEO keyword targeting and human appeal. Your headline should include a relevant keyword without sounding robotic. Listicles, “how to” phrases and questions often perform well because they signal value right away.
For example, let’s say you’re writing blog headlines for a Pet Subscription Box:
- Top Interactive Toys To Save Your Cat From Boredom
- Healthy Treats for Dogs With Sensitive Stomachs
- 10 Pet Toys That Survived Our Toughest Testers
These are clear, keyword-friendly and show the reader what to expect, helping both algorithms and humans.
Social Media Headlines
A social headline’s job is to stop the scroll. Keep it short, emotionally charged and easy to read at a glance. Pair it with a strong image or video for maximum impact. Emojis can help, but they can also come off as corny. Just be mindful — a little goes a long way.
Here are a few examples:
- Your dog called. They want the box early this month.
- Warning: May cause uncontrollable zoomies 💨
- Two gifts in one: treats AND a box!
These have a playful energy and focus on emotion, not keyword density.
Paid Ads and Landing Pages
Here, headline length is less important than making the value crystal clear in seconds. Focus on benefits over features, use numbers and power words and include a strong CTA.
Examples might include:
- Get 50% Off Your First Pet Subscription Box Today
- Healthier Treats, Happier Pets — Delivered Monthly
- Your Pet Deserves the Best — Try Our Box Risk-Free
These compel action with urgency and measurable value.
Press Releases or Journalistic Articles
In journalism, a strong headline favors clarity and accuracy over cleverness. Stick to AP style, avoid unnecessary adjectives and lead with the most newsworthy element.
For instance:
- PawfectCo Launches Nationwide Pet Subscription Box Service
- Monthly Pet Subscription Box Expands To Birds and Rabbits
- Pet Subscription Box Startup Raises $5M in Series A Funding
These deliver the main idea without fluff, making them easy to quote and share.
8 Tips for Writing Great Headlines (From People Who Actually Write Them)
The Brafton team spends a lot of time turning weak headlines into stronger ones. From blogs to ad campaigns to press releases, we’ve seen what works… and what doesn’t. Below are the best tips from our team of writers and editors.
1. Spark Curiosity Without Getting Vague
A good headline doesn’t need to explain everything. It just needs to get readers to care enough to click. That means teasing the value without misleading or confusing them.
“In journalism, we know that ‘if it bleeds, it leads,’” says Anima McBrown. “With a similar sentiment in mind, digital marketing and SEO headlines could ascribe to the saying ‘if it excites, it ignites.’ Headlines need to be direct, short, snappy, enticing and interesting enough to make readers want to engage — all that, without being vague or misleading.”
Curiosity is important, but clarity always comes first. As Elise Fenwick puts it, “Strong headlines spark curiosity and engage the audience so they’ll read on, but it’s important to be clear, not just clever.”
2. Don’t Let Cleverness Get in the Way of Clarity
Witty headlines are fun to write and fun to read — until they confuse the reader or set the wrong expectation.
Christopher Whitbeck puts it simply, “Don’t let creativity get in the way of clarity. If a headline doesn’t accurately reflect your article, you’ll only confuse readers. The last thing you want is for someone to click the link and bounce immediately because it wasn’t what they expected.”
The takeaway: Clever and clear is ideal, but if you have to choose, clarity wins.
3. Match the Tone to Your Audience and Channel
What grabs attention on social media might fall flat in a B2B blog or technical document. Every audience (and every channel) has its own norms.
Madelyn Gardner suggests elevating a standard blog headline like “Benefits of Working With a Content Marketing Agency” into something more audience-aware: “Why Partnering With a Content Marketing Agency Could Be Your Smartest Move Yet.” Be intentional with your tone, whether you’re aiming for playful, professional or something in between.
Additionally, passive voice can make a headline sound dull or indirect. Instead of “How Success Is Achieved Through Strategy,” say “Achieve Success With This Proven Strategy.”
Be active. Be direct.
4. Optimize for SEO and Originality
Headlines need to perform in two arenas: search engines and reader feeds. If you only write for the algorithm, your headline may rank, but still get skipped.
Ashlee Sierra says it best: “Balance SEO and reader intent. Algorithms want to know how your content relates to target queries and existing articles, but readers want to know what unique angle, insight and value you bring.”
A good headline should clearly communicate the topic and promise something fresh.
5. Avoid Burying the Lead
Don’t make your readers work to understand what your article is about. Being too wordy or abstract dilutes your message.
As Elise says, “Chances are no one will ever click on a story with a headline that doesn’t really tell them what they will be reading about.”
Lead with clarity. Add personality second.
6. Stay Honest (No Clickbait)
Clickbait might win attention, but it loses trust fast. A headline should entice, not overpromise. If your headline says “10 Mind-Blowing Pet Care Hacks” and the article includes two decent tips and eight filler ideas, your reader won’t come back.
Set expectations, and meet them.
7. Think Beyond English
Clever phrasing doesn’t always translate. If your content is localized, remember that editorial choices in one language impact others.
As Florian Fuehren explains, “If you publish content in several languages, always keep in mind that editorial choices in one language require corresponding choices for each translator. A playful, witty headline is only great until you notice that it renders the Finnish translation too long for most character limits or that it contradicts common headline formats in Italian.”
Collaborate across teams so translated headlines feel intentional, not improvised.
8. Test and Tweak
Even a great headline can be better. A/B testing tools, especially for email subject lines, blog titles and ad copy, can reveal what resonates with your audience.
Try different verbs. Add a number. Shorten your phrasing. Then repeat what works.
Conclusion? Clicks Start With Clarity, Curiosity and a Strong Hook
As the first thing a reader sees, headlines are often the deciding factor in whether your content gets noticed at all. From blog posts to social captions, paid ads to press releases, your headline influences visibility, traffic and engagement more than most realize.
The best headline is one that speaks directly to your audience, matches their intent and compels them to keep reading. Don’t treat it as an afterthought. Write multiple options, test them and track what resonates.
Your next headline could be the reason someone discovers your work, clicks your blog post or converts on your landing page. Make it count.