How to Write an Impactful Title for your Web Content
By Sarah McInerney
Nov 1st 2013
In website copywriting, a strong, captivating title will have an impact with your audience, draw them in and keep them reading more. This is an essential skill to have with online content as web visitors take just seconds to scan a page and make the decision whether to continue reading or leave the site entirely.
The 4 U’s to Writing a Headline
The 4 U’s approach to copywriting says that headlines, sub headers and bullet points should:
- Be useful to the reader – this is what keeps your web visitor reading. Website copy must offer a benefit or solve a problem in order to provide value to your audience.
- Provide the reader with a sense of urgency – by creating a sense of urgency, you are urging the reader to open an email or click through to an article.
- Be unique – if a web visitor has read similar content before, they won’t bother with reading your content. The uniqueness can apply to the style of writing as well as the benefit that visitors will get from reading your content.
- Do all of this in an ultra-specific way. The more specific your content is, the more useful it will be. It needs to be relevant to your target audience.
By focusing on the 4 U’s, you can create an impactful headline. There are several techniques that can also be used to ensure these points are covered.
Techniques for an Impactful Headline
- Direct Headlines – Headlines that get straight to the point, e.g. “30% off Summer Shoes.”
- Indirect Headlines – Far more subtle and used to raise curiosity. Often use a play on words or a double meaning which is explained in the body copy. E.g. “Could these shoes really change your life?”
- A News Headline – This can be an announcement or a scoop of some kind. E.g. “Introducing the New Summer Shoe Collection.”
- The How To Headline – This type of headline works well as it is useful for the reader. “How to make a mint selling shoes.”
- A Question Headline – Works well when the reader can relate to it or wants to know the answer. “Want to Get Rich Online?”
- The Command Headline – Tells readers what they should or shouldn’t be doing. “Buy Your Summer Shoes Today.”
- The Reason Why Headline – The body text incorporates a list of points which are used in the headline. For example, “7 Reasons Why You Need to Take Care When Storing your Shoes.”
- The Testimonial Headline – Can be effective as they provide your reader with credibility about your products or services. “These Shoes are the Best Fit Ever says Kylie Minogue.”
A strong title is an essential factor in your web content to make your visitors read more. It is perhaps the only chance you have to convert your prospect into a purchasing customer. A reputable web copywriter will work with you to build effective and impactful titles and compelling copy. Need help with your website content? Get in touch.