The headline is the most important factor in the success of your content. A headline that prioritizes the most important information, is easy to read, utilizes vivid wording, and follows SEO best practices stands the best chance of reaching and being engaged with by the desired audience.

Write your headline first

Before you even click “Add Article” in your CMS, you should already have a working headline in mind. Upon opening the page, type your headline into the Title field and then begin writing.

As you write, refer back to the headline occasionally to make sure your article still fits and builds toward that premise. If you find that your article is wandering in a different direction, either rework your copy or rework your headline.

Always use full names

In no cases should last names only or nicknames be used.

Omit definite and indefinite articles

In most cases, the indefinite and definite articles “the/a/an” are not necessary. Readers perceive those words to be there even when they aren’t, so they only serve as wasted characters.

Use a comma in place of “and”

Likewise, “and” is seldom necessary to the construction and comprehension of a well-worded headline. Instead, simply use a comma.

Use a semicolon when the subject of the clause changes

When different parts of your headline denote multiple subjects, use a semicolon: Astros Trade for Carlos Correa; Can Ex-All-Star Renew Former Glory?

In the above example, “Astros” is the subject of the former clause, while “Ex-All-Star” (Correa) is the subject of the latter clause.

Strive for unique vocabulary and phrasing

While some headline formats have proven success, e.g. Aaron Judge Gave 4-Word Response to Clutch Home Run, every effort should be made to avoid repetitive wording. If a headline feels boring, try to replace a few words with more engaging synonyms — e.g. “LeBron James Leaves Cavs for Miami Heat” could instead be LeBron James Bolts Hometown Cavs for Heat Megateam. Clichés should be avoided.

Frame in a way that’s relevant to your audience

“What happened” usually isn’t enough to pique anyone’s interest. The key question on everyone’s mind is always, “What does it mean to me?” A well-crafted headline tends to allude to “how” or “why” rather than merely “what.”