Whether you are writing titles for blog posts, emails, or other types of content, it pays to craft a headline that entices readers to click through and explore. Since eight out of ten people viewing your site will only read the headline, it is arguably the most important part of any piece of content. Your chiropractic practice depends on attracting new leads with a comprehensive content marketing strategy, so make sure your post titles are pulling their weight. Here are four pieces of advice for you to incorporate as you compose headlines going forward.
Strive for Accuracy
A headline that misleads readers about the content of an article will cause them to click away and ultimately harm your brand image. This is why accuracy about the content is of the utmost importance. After creating a working title, you should go back and make sure that it correctly, concisely reflects the article’s content and make any necessary changes. Another way to ensure accuracy is by adding bracketed descriptions that let visitors know exactly what kind of content they are getting, such as [Video], [Interview], or [Article].
Create a Sense of Urgency
Readers should have the sense that the information they are getting is important and time-sensitive. However, your headlines should also avoid coming off as too pushy or potential readers will not be inclined to click on them. Try to strike a balance by incorporating “trigger words” designed to get people’s attention. Examples of these include: “new,” “free,” “best,” and “easy.” Make sure the rest of your headline is clear and engaging, and you will see a positive impact in your CTR’s. Also, pay attention to which words deliver the best results. For example, research has shown that titles including the word “who” perform 22% better overall.
Avoid Clickbait Tactics
Most people are familiar with so-called “clickbait” articles—pieces of content designed to encourage clicks that offer little actual information. One of the hallmarks of clickbait content is a long, over-the-top title such as “8 Earth-Shattering Marketing Techniques—Number 7 Will Shock You.” Avoiding this type of overblown language will help your credibility with readers and build their confidence in your chiropractic practice. When in doubt, try placing yourself in the mindset of a visitor to your website who is encountering the headline for the first time.
Change Up the Formula
Writing the same kind of content for every article, email, and video doesn’t give subscribers very much incentive to follow your website and read every new piece you publish. This is why you should vary the formula when it comes to your online content, and the headlines you use should reflect that variety. For instance, you could create a listicle called “7 Surprising Benefits of Physical Therapy” and then create an informational video titled “What You Need to Know about New Chiropractic Procedures.” Readers are more likely to stay interested if they see that you have a wide array of content presented in interesting ways.