8.3 Headline writing and subheadings

Headlines and subheadings are the gateway to your article. They grab attention, guide readers, and set expectations. Crafting them effectively is crucial for engaging your audience and conveying your message.

Good headlines are concise, use active voice, and incorporate relevant keywords. Subheadings break up text, highlight key points, and improve readability. By mastering these elements, you'll boost engagement and keep readers hooked.

Crafting Effective Headlines and Subheadings

Importance of effective headlines

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• Serve as the first point of contact between the reader and the article
  • Compelling headlines entice readers to click on and read the article (catchy phrases, provocative questions)
  • Ineffective headlines cause readers to scroll past or ignore the content (generic statements, lack of specificity)
• Accurately reflect the main idea or theme of the article
  • Misleading or sensationalized headlines erode trust in the publication and the journalist (clickbait tactics, exaggerated claims)
• Help break up the text and provide a roadmap for the reader
  • Well-crafted subheadings make long-form content more digestible and easier to navigate (section titles, topic transitions)
  • Highlight key points or sections of the article (main arguments, supporting evidence)

Best practices for headline crafting

• Keep headlines concise and to the point
  • Aim for headlines between 5-10 words for optimal readability and engagement
  • Avoid using complex vocabulary or jargon that may confuse readers (technical terms, industry-specific language)
• Use active voice and strong verbs to create a sense of urgency or action
  • "Scientists Discover New Species" instead of "New Species Discovered by Scientists"
  • "Mayor Announces Plan to Reduce Crime" instead of "Plan to Reduce Crime Announced by Mayor"
• Incorporate relevant keywords for search engine optimization (SEO)
  • Include terms that readers might use when searching for the topic (main subject, location, event)
  • Avoid keyword stuffing, which can negatively impact SEO and readability (excessive repetition, unnatural phrasing)
• Consider the platform and audience when crafting headlines
  • Print headlines may have more space for detail compared to digital platforms (newspaper front page, magazine cover)
  • Social media headlines should be optimized for sharing and engagement (Twitter character limit, Facebook post preview)

Subheadings for content organization

• Divide the article into logical sections or themes
  • Each subheading represents a distinct part of the story or argument (background information, main points, counterarguments)
  • Use subheadings consistently throughout the article (parallel structure, hierarchical organization)
• Craft informative and engaging subheadings
  • Provide a brief overview of the section's content (key takeaways, main ideas)
  • Use active voice and strong verbs, similar to the main headline (action-oriented phrases, descriptive language)
• Avoid using too many subheadings, which can disrupt the flow of the article
  • Aim for subheadings every 3-5 paragraphs, depending on the length of the content
  • Ensure that subheadings are visually distinct from the main text (bold formatting, larger font size)

Impact of headlines on engagement

• Monitor click-through rates (CTR) and time spent on the article
  • Higher CTRs and longer read times indicate effective headline and subheading choices (increased engagement, reader interest)
  • Low CTRs and high bounce rates suggest the need for headline optimization (misleading titles, lack of relevance)
• A/B test different headline and subheading variations
  • Create multiple versions of headlines and subheadings for the same article (different angles, alternative phrasing)
  • Measure the performance of each variation to determine the most effective options (conversion rates, user behavior)
• Analyze reader feedback and engagement
  • Monitor comments, shares, and reactions to gauge reader interest and satisfaction (positive responses, constructive criticism)
  • Use reader feedback to inform future headline and subheading decisions (popular topics, preferred writing style)