Internet writing is tough because how people use the Web is different from how they read print (here’s the classic breakdown, still a useful reminder after all these years).
Effective writing gets even harder when it comes to headlines, which play a critically important role in helping guide current and potential coalition members to the information they need and want to become and remain allies.
So here are three quick tips for writing effective Web headlines:
- Write short because people don’t read online, they scan;
- Summarize clearly the target article so people can quick evaluate the article’s value to them; and
- Maximize the use of important keywords to increase SEO, scannability and understandable out of context (because headlines often appear without articles, as in search engine results).