Headlines do a lot of work: they are the entry point into your journalism for the internet, and they help online search engines match stories to users. That’s why they’re so important. But writing great headlines isn’t easy. It takes time, practice and an ability to think like your reader. So to celebrate our top headlines of the year, we asked some of our reporters to share their tips for writing great headlines.
1. Use concise language. Keep it short, enticing and informative.
A headline must tell a story and draw people into your article in just a few words. Readers often make snap judgments about whether a story is worth their time based on the headline alone.
2. Use descriptive adjectives and a mix of tense to grab the reader’s attention.
Use a mix of tense and verbs to create a sense of urgency. Try using the present tense for a more urgent tone, while using past tense when you want to communicate an idea more slowly.
3. Include a fact in the headline to increase clicks.
Including a fact in your headline can be a powerful way to grab readers’ attention, especially when it’s a stat that supports the story. It also adds “Google Juice,” which helps the article rank higher in searches. This tip is especially effective when it’s used in the