Research says that on average eight out of ten people will read your headline but only two out of ten will go on to read the rest of your article or blog post. So, if you want your content to be read, it’s worth spending some time and effort on that all-important headline. Some copywriters even say that around half the time it takes to write your article should be spent on researching and crafting your headline.
Well if you’ve made it this far then the headline worked and you’ve read the introduction!
Before you start: What are the objectives of your headline?
There are various reasons for having a small business blog, but if readers don’t get past the headline, then your blog content is pointless. Think about how your headline is going to make sure the content you are painstakingly writing gets read and achieves its own objectives of:
- Getting found in search results.
- Attracting visitors to your website.
- Demonstrating your expertise within your business sector.
- Giving tips and advice to existing and potential new customers.
- Providing an easy way to add topical content to your website.
- Generating material to share on your social media platforms. (I can usually get between 5 and 10 Tweets from each blog post.)
The first two points are probably the most relevant to readers of this blog, so this post will focus on those two objectives. Your headline needs to make sure that your blog post gets found and is then read with a view to impressing your visitor so much that they move on to the rest of your website. That’s quite a tall order.
Getting found in search results
If your headline contains a phrase that readers are likely to use as a search string, then so much better. At least include some of your keywords.