Every day, millions of articles, blog posts, videos and social media updates compete for the attention of online readers. A headline that’s compelling, concise and relevant is critical for guiding users to content that meets their interests and needs.
Regardless of their format, all great headlines have a few essential traits. They’re simple and direct, enticing readers to click. They also set the tone for the article, communicating whether it’s a deep dive into complex issues or a simple news story. They’re often crafted with keywords in mind, as the digital world relies on search engines to bring people to content.
A compelling headline will pique readers’ interest and encourage them to read on, setting the stage for an informative or entertaining article. A strong headline will also answer the question of “What’s in it for me?” The more specific and engaging, the better.
In a world where time is short, readers make decisions almost instantly about whether to invest their time in an article. The top headlines capture an audience’s attention, drawing them in with a combination of intrigue, clarity and brevity.
On NPR, a headline is the first thing that a reader sees in an online article or on the daily rundown that appears on NPR’s digital landing pages. Feature headlines are usually written by the reporter on a piece or, for an audio story that gets a text buildout, by an editor.
To write an effective headline, it’s important to understand the audience through and through. Knowing their likes and dislikes, what makes them laugh or cry, who they follow on social media — these details can inspire unique and compelling headlines.