LeadMagnetGeniusNot all headlines are created equal. What makes a headline “high-converting”? Here are some core characteristics:
Clarity: A great headline makes clear what’s on offer. It doesn’t leave you scratching your head or saying “Huh, I wonder what that means.” It often literally states a benefit or a point of interest. For example, “How to Save $500 on Groceries This Month” is crystal clear about what you’ll get by clicking. Clarity beats cleverness when it comes to conversion. Avoid vague or overly general headlines like “Thoughts on Budgeting” – that’s not enticing anyone.
Specificity: Specifics make a headline more credible and intriguing. Numbers are a powerful way to add specificity (“7 Tips to Boost Your Immunity” is more concrete than “Tips to Boost Your Immunity”). Or specific claims (“Increase Email Opens by 32% with This Trick”) grab attention because of their precision. We tend to trust and get curious about specifics.
Benefit-Oriented: The reader should feel there’s something in it for them if they click. Good headlines often promise a benefit or address a pain point. They answer the reader’s implicit question: “Why should I care?” For example, “Write Headlines That Convert: 5 Techniques You Need to Know” clearly signals that it’s going to teach you something valuable (how to write better headlines). Think about the outcome or relief the reader wants, and hint at that in the headline.
Urgency or Curiosity (when appropriate): Sometimes adding a sense of urgency (“...Before It’s Too Late”, “...Right Now”) can push people to click, especially if combined with a timely topic or a deadline. Curiosity is another technique – teasing something unusual or not immediately obvious. E.g., “The Surprising Ingredient That Makes Cookies Healthier” – you want to know, what is it? However, be careful: curiosity should not come at the expense of clarity. There’s a line between an intriguing mystery and a confusing vagueness. Don’t cross into “clickbait” territory where you withhold too much or mislead – people hate that and it can erode trust.
Tone match: Know your audience and match the tone. A headline for a scientific audience might be straightforward and serious, while one for a pop culture blog can be playful or edgy. A headline’s “voice” should resonate with the target reader. If you’re writing to C-level executives, “How CFOs Can Reduce Tax Liability by 20% in 2025” might grab them (serious, specific). For a general audience, a more casual “Tired of Huge Tax Bills? 5 Tricks to Pay Less (Legally!)” might work better.
Make it Reader-Focused: Great headlines often use the words “you” or “your” (or imply them). For instance, “Boost Your Energy with These Morning Habits” speaks to the reader directly. It’s more engaging than “Ways to Boost Energy”. Always think: how does this relate to the reader’s life or problem? Headlines that speak to their perspective feel more relevant. Also, using the second person (“you”) implicitly promises that you, the reader, can do this or will get this.
Now that we know what to strive for, let’s delve into specific tips and formulas.