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5 Compelling Reasons Why Your Headlines Should Have a Lasting Impression


APRIL 2017

Although click bait headlines are everywhere, search engine optimization common sense will tell you that these rarely provide lasting benefits.

There’s more to a good headline than just sensationalism. Although a catchy title will drive more incoming traffic to your page, this will not guarantee actual conversion and engagement.

Some business owners may measure the success and reach of their content through the number of its page views. However, page views do not always generate profitable results, usually measured in terms of customer engagement and conversion. For your headline to be truly results-driven, it must compel your readers to engage in an actual business outcome, whether it’s to make a purchase, request for a quote, or sign up for a newsletter.

Content marketing expert providers understand the crucial role that headlines play in content marketing. As a business owner, you should too. Listed below are five compelling reasons why you headlines should go beyond inviting mere page views.

  1. You’re not selling ad space.

Unless you’re trying to make money out of ads, it makes little sense why you should be concerned only with page views. Although a high number of page views may indicate that your pages are pulling in traffic, it will not necessarily reflect customer engagement. Your headlines have to target a specific market niche so you are able to attract not just viewers, but potential clients. 

  1. Good impression sticks.

The ability of your headlines to create the right impression goes beyond having just a click bait quality. You make a lasting impression on your readers when your headline arouses curiosity, connects well to rest of the content, and highlights the unique value of your business. This indication of credibility does wonders for increasing conversion rate and improving business outcomes.

  1. The 15-second rule. 

The average reader’s attention span, according to a story published at Time, is only approximately 15 seconds. Simply put, clicks do not always guarantee readership. Just because someone has clicked to get to your page doesn’t mean that person will actually stay and read the rest of the content on your page.

Thus, an interesting headline is just one part of the equation. The rest of the content on your page has to engage your readers. Content marketing expert providers can help craft relevant and catchy titles and expertly-written articles and blogs. The key is to hold your readers’ attention for more than 15 seconds so you get the chance to market the rest of your company’s offerings.

  1. Connection builds trust. 

If headlines and content do not aim to foster connection, this brand of marketing will not work. Page views do not always ensure attention and, more importantly, connection. While the ability to catch attention is impressive, sincerity and credibility are far more important. Catchy headlines should be sincere. If your readers view you as a company or an organization they can trust, it will be easy for them to return to you and, ultimately, do business with you. 

  1. An effective way to communicate your unique value proposition. 

Content marketing expert providers know the value of a well-written page. But before your readers get to your content, the headlines are the first thing they see. One of the best ways by which you can communicate your unique value proposition is to do it through your headline. This is because, ideally, your headline should contain your most important keyword. This will inform your viewers what you are offering and how you can deliver on your guarantees. 

How can content marketing expert providers help?

Running a business is more than just marketing and publishing. What is needed, first and foremost, is a timely and original product or a stellar service. These products and services also have to be updated and innovated on from time to time to deal with the changing needs of an evolving target market.

Frankly, this leaves any business person with very little time on their hands to write engaging content —- result-driven headlines, included!

Remember, you have about 15 seconds to convince your readers to spend more time on your page. It is only when they venture beyond this crucial span of time will you have a bigger platform to market your offerings. This is where they can choose you over and above the others.

Content marketing expert providers can take off where you’ve left — so you have more time to focus on the business side of your company.

Here at Iris Content, we make sure we tell only the story you want us to tell, no more no less. We make words work for your business, starting from the headlines. Get in touch with us, today!

Annie Ianko

Chief Content Officer

Annie has 20 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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