How to write headlines that get clicks

Most people read the headline and nothing else. That's not a reason to despair; it's a reason to spend real time on the headline. A great article with a dull title gets ignored, while a clear, intriguing title earns the click, the share and the ranking.

What makes a headline work

Good headlines tend to do a few things well. Not all of them at once, but at least two or three:

1. Clarity. The reader instantly knows what it's about. Clever wordplay that needs decoding loses to plain words.
2. Specificity. Numbers, time frames, named audiences and concrete words: "for small teams", "in 30 days", "AI slop".
3. A benefit. What the reader gets: grow, save, avoid, learn, fix.
4. A hook. A reason to click now: curiosity, a mistake, a contrast, a bold opinion, a surprising result.
5. The right length for the place. Google shows about 60 characters; inboxes about 40; Google Ads allows 30.

Headline formulas that work

For blog posts and SEO

• How to [result] in [time frame] (without [pain]): How to Grow Your Newsletter in 30 Days (Without Paid Ads)
• [Number] proven ways to [result]: 11 Proven Ways to Cut Cart Abandonment
• [Topic]: the complete guide for [audience]: Email Deliverability: The Complete Guide for Startups
• Why [belief] is wrong (and what to do instead): Why Posting Daily Is Wrong (and What to Do Instead)
• [A] vs [B]: which is better for [audience]?: Notion vs Coda: Which Is Better for Small Teams?

For LinkedIn and X hooks

• I [did something surprising]. [Result].: I deleted 40% of our blog posts. Traffic went up.
• Most [people] get [topic] wrong. Here's why.
• Unpopular opinion: [contrarian take].
• [Number] years in [field]. [Number] lessons I wish I knew sooner.

For ads

• [Verb] [result] in [time frame]: Get Payroll Done in 5 Minutes
• Save [number]% on [product]
• Start your free [length] trial

Common headline mistakes

• Being vague. "Some thoughts on hiring" tells nobody why to click. Name the actual thing.
• Jargon. "Leveraging synergy for innovative solutions" says nothing. Plain words win.
• Overused phrases. "You'll love", "game-changer", "must-read" have been read a million times.
• Clickbait. "You won't believe…" gets ignored by readers and buried by feeds.
• Burying the keyword. For SEO, put the main search phrase near the start.

Score your headline before you publish

1. Open the headline analyzer and pick the format: blog or SEO title, LinkedIn hook, email subject or ad headline. Each has its own rules.
2. For SEO, add your target keyword so it checks the keyword is there and near the start.
3. Read your score and the breakdown: length, clarity, specificity, reader benefit, hook, structure and fit for the format.
4. Fix what's flagged, then compare versions in "Versions you tried".
5. Stuck? Start from one of the formulas that work and swap in your own details.

Remember that a headline is only the first line. On a blog, the subtitle carries part of the message; on LinkedIn, the next sentence does. A headline doesn't need every trick to work, just enough to earn the next line.

For email specifically, see email subject lines that get opened.

Frequently asked questions

What makes a good headline?

Clarity first, then at least one or two of: a specific detail, a clear benefit and a reason to click now. Keep it to the right length for where it's shown.

How long should a blog post title be?

About 50 to 60 characters, so Google shows it in full, with the main keyword near the start.

Do numbers in headlines really work?

Specific numbers make headlines feel concrete and scannable, and list-style headlines consistently perform well. Use them when they're honest and meaningful.

Is there a free headline analyzer?

Yes. The mktbox headline analyzer is free, needs no account, and scores blog titles, LinkedIn hooks, email subjects and ad headlines with format-specific tips.