A headline has to do two things in about a second: tell readers what they will get, and make them want it. Formulas help because they are patterns readers already recognize. Use them as a starting point, then make the result specific to your article.
Four rules that improve any headline
- Be specific. “7 ways to cut your grocery bill” beats “Ways to save money”.
- Front-load the important words. Readers and search results often show only the first 50 to 60 characters.
- Promise only what the article delivers. A headline that oversells costs you the reader’s trust on the first paragraph.
- Write ten, pick one. The first idea is rarely the best. The Headline Analyzer scores each version and suggests rewrites.
How-to formulas
- How to [achieve result] (step by step)
- How to [achieve result] in [time]
- How to [achieve result] without [common pain]
- How to [achieve result] even if [obstacle]
- The fastest way to [achieve result]
Example: “How to Repot a Snake Plant Without Damaging the Roots”.
List formulas
- [Number] [topic] tips that actually work
- [Number] [topic] mistakes (and how to fix them)
- [Number] ways to [achieve result] for under [price]
- [Number] [tools/ideas] for [specific reader]
- The [number] best [products] for [use case] in [year]
Specific numbers outperform round ones because they feel counted rather than invented. Use the real count.
Question and explainer formulas
- What is [term]? A plain-English guide
- Is [product/approach] worth it? An honest look
- Why does [surprising thing] happen?
- [Term] explained in [time]
- [A] vs [B]: which is better for [reader]?
Proof and story formulas
- I tried [thing] for [time]. Here is what happened
- How [person/company] got [result] with [method]
- What [number] [things] taught me about [topic]
- [Result] in [time]: a [topic] case study
- We tested [number] [products]. These are the only ones worth buying
These only work if the proof is real. Never claim a test you did not run.
Patterns that backfire
- Curiosity gaps with no payoff: “You won’t believe what happened next.” Readers have learned to distrust these.
- All caps and exclamation marks: they read as shouting and look like spam in results.
- Vague superlatives: “amazing”, “incredible”, “ultimate” without anything to back them up.
- Keyword stuffing: “Best Running Shoes: Running Shoes for Runners” helps neither readers nor rankings.
- Clever over clear: a pun only works if the topic is still obvious without getting the joke.
Headline, title tag and H1
Your H1 (the headline on the page) and your title tag (the headline in search results) can differ. The title tag should fit in about 60 characters and lead with the keyword. The H1 can be a little longer and more conversational. Write both, and preview the title tag in the SERP preview tool.