Five criteria for writing powerful marketing headlines

Executive overview

Most headlines fail because they prioritise cleverness over clarity. A strong headline must earn attention without tricks, connect to the visitor's own words, and lead with their benefit — not yours.

Clear beats clever almost every time, and the headline exists for the visitor, not the writer.

The five criteria

1. Match visitor expectations — use the words visitors already typed to find you; reflect their motivation, don't just stuff in keywords.
2. Grab attention without clickbait — use interesting language and pull the reader in rather than pitching immediately.
3. Write at a grade 6 reading level — cut jargon; clarity always wins over artistry.
4. Get to the visitor's point — visitors are busy and self-interested; use only as many words as needed.
5. Highlight a benefit early — decisions are emotion-driven; surface your best benefit before the reader can bail.