Strong headings are a key to online success. Write them so they fight for attention, grab your visitors’ interest, and get them engaged

Most pages on your website can benefit from a strong heading. For the impatient scanners, your heading is your hook. It can be an extremely effective tool for engaging your visitors and enticing them to gather more information about your products, services, or business.

When writing your headings, Gerry McGovern, web content expert and author of Killer Web Content, asks writers to consider the following tips:

Be compelling. Use words that resonate with your visitor. Lead with their need, not yours. Use the “you” viewpoint. Be positive—people generally respond better.
Example: We write better web content
Better: Make more money with compelling web content

Be clear. Tell your reader what they will get if they read on.
Example: Lawmakers eye bill
Better: Ontario lawmakers vote on small biz tax bill

Be complete. Your heading must make sense on its own.
Example: Big crash
Better: World Bank predicts big stock market crash

Be concise. Get to the point. Try for eight words or less.
Example: With ProSystems, you can save time by streamlining your processes
Better: Save time by streamlining your processes

Be correct. Your heading is setting up an expectation for what will come next. Don’t deceive your readers or you’ll lose their trust.
Example: Opportunity
Better: Networking for success: free workshop

Some other points to consider when writing successful headings:

Start strong. The first word or two of your heading should contain your important keywords. It’s often all your visitors will see when they scan the web page.
Example: Your Biz Books Order
Better: Biz Books Order Shipped to You Today

Use a benefit that resonates with the reader. People want to know “What’s in it for me?”
Example: Learn how to write interesting headings
Better: Increase your conversions with benefits-driven headings

Avoid puns, “cute,” or “clever” headings. Opt for a clear message instead. You don’t want people to have to work too hard to understand. Also, headings are often displayed out of context, so they need to make sense on their own.
Example: Practice safe eating with condiments
Better: New condiments revive bland meals

Steer clear of exclamation points and all caps. It’s too “loud” and turns people off. It’s also hard to scan.
Example: ENJOY YOUR WEDDING—HIRE A WEDDING PLANNER!!!
Better: Enjoy your wedding—hire a wedding planner

Take a look at your web content. Do most pages have a heading? Do they call out to your visitors? Do they engage them and entice them to delve further into your site? If not, use these tips to tweak your headings for greater online success.

Emily Amos is a Halifax copywriter specializing in writing for the web. She helps companies convert more people into clients by writing key marketing messages that resonate. Learn more at www.wordsavvy.ca.