We all want to generate more traffic to our websites. Writing a headline for your social ad or post needs to do more than just get a click. It needs to deliver on what you’re promising. So how can you make your headline stand out, grab attention and create positive customer action?
We’ve all seen it, clicked on it and been disappointed. Clickbait headlines rely on sensationalism, but seem trustworthy. Then, they betray that trust as soon as you click; you don't usually get what you expected. That’s not how you would treat your friends, and it’s not how you should try to lure people to your website. Those who click will end up with a negative opinion of your company as a direct result. Consumers now recognize clickbait for what it is, and most don’t even need to click the links anymore. Just seeing a clickbait headline results in distrust. Honesty is always the best policy, just like your mom said. Here’s an example of clickbait and an honest headline:
“You won’t believe how much weight you’ll lose with our diet supplement!”
(Nope, they won’t believe it.)
“7 success stories of how this weight loss supplement works.”
(Real, valuable content that tells how the product works.)
Give just enough.
Your headline is the first step in getting visitors to engage with your website. The first page they hit should give just enough information to make them feel like you delivered on your promise, but don't tell the whole story on that first page. Give them enough to make them feel like the visit was genuinely worth their time, and that continuing to browse your site will provide even more value to them. You want them to move through your website to learn more about you, not just hit one page and run.