Headlines. They’re the gatekeepers of your content. It’s weird to think of it like that right? We’re all jockeying for the attention of readers scrolling through feeds and you’ve got a just few seconds to grab someone’s attention. This isn’t easy and there isn’t a (silver bullet) one solution for all platforms. Whether you’re optimizing your LinkedIn posts for engagement, writing landing page copy to drive conversions, or crafting email newsletters that generate clicks, effective headlines are the key to success you’re seeking.
Why Are Headlines So Important?
Think of headlines as the front door to your house. A great headline invites people in, makes them curious, and promises value. On platforms like LinkedIn, where content is consumed at warp speed, or landing pages designed to convert visitors into leads, the wrong headline can send people running for the hills—or the “back” button.
But what makes a headline work?
A strong headline must:
- Speak directly to your audience’s needs and desires.
- Promise a solution, a benefit, or valuable information.
- Stand out amidst the noise.
It’s an art and a science. And mastering it can lead to higher engagement, more leads, and ultimately, more business.
Crafting Headlines for LinkedIn Posts
LinkedIn is a unique beast when it comes to headlines. Professionals scroll their feed looking for value, not sales pitches. That means your headlines must be direct, insightful, and, most importantly, relevant.
Key Strategies:
- Hook Their Interest: The first few words should capture attention. Use power words like “Why,” “How,” or numbers (lists and steps draw readers in).
- Address Their Pain Points: Identify a common problem within your industry or profession and hint at a solution.
- Use Action Verbs: Words like “Discover,” “Uncover,” and “Master” push readers toward action.
Example in Theory:
- Effective: “How to Increase LinkedIn Engagement by 40% in 30 Days”
- Poor: “Increasing LinkedIn Engagement and Activity”
See the difference? The first one is specific, has a timeframe, and offers value. The second is vague and uninspiring.
Writing Headlines for Landing Pages
Landing pages are designed to convert. Whether you’re collecting emails, selling a product, or promoting a service, the headline must convey why the visitor should stay and take action. The stakes are higher here—you’ve already gotten their click, now you need to earn their trust.
Key Strategies:
- Focus on the Benefit: What will the user gain? Be clear, specific, and offer a solution.
- Create Urgency: Use words that imply limited time offers or exclusive benefits.
- Keep It Concise: People skim online. Your headline should be short, punchy, and easy to digest.
Example in Theory:
- Effective: “Boost Your Sales by 30% with Our Proven Email Marketing Strategy”
- Poor: “Sign Up for Our Email Marketing Services Today!”
Notice how the first headline gives a specific benefit (30% sales increase) and a hint of credibility (“proven”). The second one? Bland. It doesn’t offer anything that grabs attention or excites.
Crafting Headlines for Email Newsletters
In the world of email marketing, your headline—or subject line—determines whether your message will even get opened. This is a make-or-break moment for engagement, and the wrong subject line can doom even the most well-written email to the junk folder.
Key Strategies:
- Personalization: Use the recipient’s name, or tailor the headline to their specific interests.
- Be Conversational: Emails are personal, so your subject lines should sound human.
- Spark Curiosity: Pique interest without giving too much away.
Example in Theory:
- Effective: “Sarah, Here’s How You Can Save 20% on Your Next Project”
- Poor: “Save 20% on Services”
The first example speaks directly to the recipient and feels personalized. The second is generic and screams “spam.”
5 Examples of Effective Headlines
Now that we’ve covered some key strategies, I want you to take a look at five more examples of effective headlines that would work well across LinkedIn posts, Landing Pages, and Email Newsletters:
- “Unlock the Secrets to Growing Your Business on LinkedIn—Step-by-Step Guide Inside”
- “How to Double Your Email Open Rates in Just 7 Days”
- “Master the Art of SEO and Watch Your Traffic Skyrocket”
- “Why Most Small Businesses Fail at Digital Marketing (and How You Can Succeed)”
- “Ready to Scale? Here’s How Our Clients Are Seeing 3X Growth in a Year”
These headlines are effective because they offer specific results, appeal to emotions, and promise valuable insights or solutions.
5 Examples of Poor Headlines
And here are five examples of what not to do:
- “Business Growth Tips for LinkedIn”
- “Learn How to Send Better Emails”
- “SEO Techniques to Improve Traffic”
- “The Best Digital Marketing Tools You Can Use”
- “Grow Your Business Fast with These Strategies”
These headlines fail because they are vague, lack urgency, and don’t offer any clear benefit to the reader. You want to stay far away from generalizations and provide specifics to catch attention.
[BONUS] SEO Considerations for Crafting Headlines
Really quick, I want to add in some tips about SEO which is an essential element of your digital marketing. The headlines you craft should not only grab attention but also enhance your site’s visibility on search engines like Google.
Key Strategies:
1. Include Keywords – Think about what your audience is searching for. Terms like “LinkedIn engagement,” “email open rates,” and “SEO tips” are gold.
2. Focus on Long-Tail Keywords – These are more specific and help you stand out. For example, instead of “email marketing,” use “how to improve email open rates.”
3. Optimize for Click-Through Rates (CTR) – Google measures how often people click on your headline. Headlines that promise value and match user intent will perform better in search results.
Wrapping things up here, I want to leave you with these precursors to your headlines to be specific, be valuable, and speak to your audience’s pain points. Remember that’s the whole reason they’re searching the internet for, and if you can win their trust and become their subject matter expert. Effective headlines get the job done and if you get them right, you’ll see the difference in your engagement, conversions, and overall business growth. So, take a moment before you hit “publish” and ask yourself: Does this headline really make people want to keep reading? If not, it’s time to refine, tweak, and perfect until it does. I almost used that as the headline for this article to be honest 🤓
