Top headlines capture reader interest and encourage them to click to read more. They are clear and specific, avoiding repetition and teasing the content that follows. They also set expectations for what the article is about, ensuring that it meets readers’ needs and interests.
Top headlines are often list posts, containing specific elements like tips, tricks and hacks. They can be informative, or light-hearted and fun. They may contain a pun or cultural reference that is instantly recognisable, or they may ask a question to engage readers and prompt them to click for the answer.
List post headlines are popular because they are scannable, they offer variety and they can be a quick way to find what a reader wants. Headlines with numbers – data and statistics – are effective because they show that the article is researched, providing confidence to the reader. They can also highlight important information and draw attention to it.
Questions in headlines are engaging, particularly those that use “How to” phrases. These headlines plant a sense of urgency or need in the reader, encouraging them to act. Testimonial headlines are also powerful, showing that others have experienced a benefit or found a solution and prompting readers to click in order to learn more. In a world where email subject lines and search engine title tags are truncated to 45 or 60 characters, short headlines are important because they can be seen and acted on in just a few seconds.