Grab Attention with Headlines

Active Headlines with Bite
Headlines should grab the reader and hold them. As web writers, we have a limited time to get the attention of a potential reader. A dull, lifeless headline tells readers to move on to something better. An active headline that precisely describes the article keeps them interested. When people search for information, they seek something specific. Your headlines should reflect that. Use active voice and verbs that say exactly what the information that follows will contain. The Yahoo Style! Guide suggests using strong, urgent and short verbs when writing headlines.

Word Choice Matters
Readers encounter the same words repeated to the point of the word losing its meaning. Do words like unique really mean anything anymore? Web writers can enhance headlines with strong words that haven't been overused or abused. One key element of the headline requires creativity. Find new words that say what you mean in a direct, novel way.

The Yahoo! Style Guide recommends using a thesaurus to replace stale verbs with original, direct ones. Use care, however, to maintain precision of meaning. As a writer, I always keep a thesaurus next to me when working. Words are our instrument-the right rhythms, melody, tone and tuning creates the best sound. Using tools like a thesaurus and dictionary helps us fine-tune our work with better word choices.

Headlines with Emphasis
We have all probably seen them. Many of us have written them. I know I have. Headlines where keywords get lost can be the death of otherwise great content. We should aim to get the most important words first for attention-grabbing headlines. When people read on the web, they often scan looking for the exact phrase they want to know more about. You have to get that phrase in early to make it as visible as possible.

Once you pick your keywords, play around with different titles. Change the order with an eye toward keeping the most relevant information first. Using this technique helps with all styles of writing, not just headlines for the web. Tool 2 in "Writing Tools" by Roy Peter Clark states "Order words for Emphasis." The Yahoo! Style guide agrees. Putting the important words first, while making sure every word carries its weight, will help you compose successful headlines.

References
The Yahoo! Style Guide: Writing for the Web: Headings
"Writing Tools: 50 Essential Strategies for Every Writer"; Roy Peter Clark; 2006