Writing headlines that work

Your headline is the most important piece of text on any page. It's what people read first — and whether they read anything else depends on it. Most headlines on business websites are too vague, too clever, or too focused on the business rather than the reader.

This guide shows you what makes a headline work and how to write better ones.

Why headlines matter so much

Research by Nielsen Norman Group shows that people spend the majority of their web-reading time on headlines and the first words of paragraphs. If your headline fails, the rest of the page doesn't get read.

Headlines do three things at once:

1. Tell the reader what this page or section is about
2. Give them a reason to keep reading
3. Set up the tone of everything that follows

The four types of web headline

1. The benefit headline

States what the reader gets or achieves. This is the most effective type for business websites.

Examples:

• "Get more clients without cold calling"
• "A website your business can be proud of"
• "Save 10 hours a week with automated bookings"

2. The problem headline

Names a pain the reader recognizes. It pulls in people with that exact problem.

Examples:

• "Tired of a website that doesn't bring in leads?"
• "Struggling to explain what makes you different?"

3. The question headline

A question the reader is already asking themselves.

Examples:

• "Ready to grow your firm online?"
• "What would a better website mean for your business?"

4. The direct / descriptive headline

Simply says what the page is about. Less exciting, but useful for inner pages and section headings where clarity is the priority.

Examples:

• "Our approach to brand strategy"
• "Website design for professional services"

The rules for writing good headlines

Be specific, not vague

Vague headlines feel like every other website. Specific ones stand out.

Write for the reader, not yourself

Every headline is a contract with the reader: "keep reading and you'll learn this." Make that contract about them.

Before (about you): "Award-winning brand and web agency" After (about them): "Your brand, looking as good as your business actually is"

Keep it short

Most effective headlines are 5–12 words. Longer is fine if every word earns its place — but cut anything that doesn't add meaning.

Avoid jargon and buzzwords

Words like "innovative," "holistic," "synergy," and "best-in-class" have been used so often they carry no meaning. Use plain words that describe real things.

Section headings on a page

These are the ## and ### headings within a page. They serve a different purpose from the main headline: they create a navigation map so readers can scan and jump.

Rules for section headings:

• Describe the content of the section specifically
• Use action words where possible: "How to…", "What you get", "What happens next"
• Avoid vague labels: "More information," "Details," "Overview"

Testing your headlines

Before you commit to a headline, ask:

1. Does it say what this page is about?
2. Does it give the reader a reason to care?
3. Would a stranger understand it?
4. Is it something your competitor could also claim? (If yes, make it more specific.)

Common questions

Related guides

• Writing for the web
• Writing a great homepage
• Writing service pages that convert
• Writing effective calls to action
• Page titles & meta descriptions

Learn more

• Nielsen Norman Group — headlines on the web
• Plain Language guidelines — headings