Headline
Also called heading, title
What is a headline?
A headline is the main line of text that introduces a piece of content: the title of an article, the big text on an ad or social graphic, the top line of a landing page, or the words on a video’s first frame. Its job is to stop the right people and make them read, watch or click further.
Headlines come in recognizable types: the benefit ("Bread that stays soft for four days"), the how-to ("How to fix a puncture in five minutes"), the number list ("7 stretches for desk workers"), the question, and the direct offer ("20% off bike services this week").
On social media, the headline is often the first line of a caption or the text overlaid on an image. In video it plays the same role as a hook. On ads and graphics it usually has a smaller supporting line beneath it, called a subheadline.
Why a headline matters
Far more people read headlines than read anything else. If the headline does not earn attention, the rest of the work goes unseen. That makes it the highest-value line in most marketing pieces.
Headlines also shape click-through rate in ads, email subject lines and search results. Small wording changes can move results noticeably, which is why headlines are among the most commonly tested elements.
How to write a headline
- Say who it is for or what problem it solves, as specifically as you can.
- Lead with a benefit or a clear promise, not the brand name.
- Keep it short enough to read at a glance; on graphics, aim for under about eight words.
- Use concrete details: numbers, times, places, outcomes.
- Write five to ten versions, then pick or test the strongest.
Headline example
Weak: "Yoga at Lotus Studio." Stronger: "Ten minutes of yoga that undoes eight hours at a desk." The second names the reader, the problem and the payoff.
Headline FAQ
What makes a good headline?
It is clear about who it is for and what they get, specific enough to be believable, and short enough to read instantly. Curiosity helps, but not at the cost of being understood.
How long should a headline be?
It depends on where it appears. Graphics and ads work best with a few words. Article titles that appear in search are usually trimmed at around 60 characters, so put the important words first.
Related terms
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.
A hook is the opening line, image or moment of a video or post that grabs attention and makes people keep watching instead of scrolling past.
Click-through rate (CTR) is the percentage of people who click a link, ad or button after seeing it: clicks divided by impressions.
Ad copy is the written text of an ad: the headline, primary text, description and call to action that persuade people to click or buy.
Microcopy is the small text in a product or page, like button labels, form hints and error messages, that guides people to act.