How to Write Headlines That Get Clicks (Without Being Clickbait)

Your headline is the most important piece of copy you will ever write. It determines whether anyone reads the rest. 80% of people will read your headline, but only 20% will click through to the article.

The difference between a good and great headline is the difference between content that gets shared and content that disappears.

But there's a fine line. Clickbait overpromises and underdelivers, destroying trust. A clickable headline creates genuine curiosity and delivers on its promise.

Here's how to write the latter.

The Core Principles

1. Be Specific

Vague headlines are forgettable. Specific headlines are irresistible.

• Vague: "How to Improve Your Marketing"
• Specific: "How to Increase Your Email Open Rates by 40% in 30 Days"

Numbers, timeframes, and concrete outcomes signal value.

2. Create a Curiosity Gap

A curiosity gap is the space between what the reader knows and what they want to know. Your headline should open this gap.

• "The Counter-Intuitive Reason Your Ads Aren't Converting" (What is it?!)
• "Why We Stopped Using [Popular Tool] (And What We Use Instead)" (Tell me more!)

Warning: The article MUST close the gap. If you don't deliver, you're clickbait.

3. Promise a Transformation or Benefit

What will the reader get from clicking? Make it clear.

• "How to..." (Teaches a skill)
• "X Ways to..." (Provides options)
• "The Complete Guide to..." (Comprehensive resource)
• "Why You Should..." (Challenges a belief)

Proven Headline Formulas

Here are templates you can steal:

1. The "How To": How to [Achieve Desired Outcome] Without [Common Pain Point]
2. The List: [Number] [Adjective] Ways to [Achieve Desired Outcome]
3. The Question: Are You Making These [Number] [Topic] Mistakes?
4. The "Secret": The [Little-Known/Secret] Strategy for [Achieving Outcome]
5. The Negative: Stop [Doing Common Thing] If You Want [Desired Outcome]

A/B Test Everything

You never truly know which headline will win. Always write 5-10 variations and test them. Use the data, not your gut.