9 Tips for Writing Killer Headlines and Subheadings


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Successful blog posts have many components. They are full of accurately researched facts, address readers’ concerns, and make readers want to click, share, and engage on social media.

Killer headlines and subheadings are essential components of those posts. After all, your content could be compelling and life-changing, but if it’s got a blase title, who will see it?

Let’s examine nine different methods for improving your headline and subheadings creation process.

1. Use the Right Headline Length

woman working on her laptop

How long should you make a blog post or page headline? It depends on the type of content, but there are some general rules to follow.

Short and sweet can work, especially when you’re talking about lists. You also don’t want to go too long, or the title won’t fit:

  • Google’s meta title information. It will look cut off in the search results, and Google may use it as a deciding factor to rank another resource over yours.
  • On social media, including Facebook, making the subject of the article unclear.

According to HubSpot, you should consider making your headline between 8 and 12 words.

2. Access Free Headline Analysis Resources

A man writing in a notepad and working on a laptop

Crafting the right headline is quite an art form. Fortunately, there are some free resources to help you. Check them out:

CoSchedule Headline Analyzer

CoSchedule offers a free headline analyzer. It breaks down your headline to show you the following elements:

  • Common words like “and” and “or.” CoSchedule recommends around 20% of your headline words be considered common words. Common doesn’t mean ‘bad,’ after all – you can’t make a sensible sentence without them.
  • Uncommon words: These can make your content unique and ensure the language is somewhat advanced.
  • Emotional words: are words that inspire strong feelings in the reader.
  • Power words: Phrases and words with intensity.

Sharethrough Headline Analyzer

Sharethrough provides a free headline analyzer as well.

Sharethrough focuses on two characteristics when evaluating your headline: engagement and impression.

  • Engagement refers to the humanization and emotional connection potential of the headline. Are you using words like “your” or talking about celebrities or personal characteristics? That affects engagement.
  • Impression refers to impactful context words, like brand name, which makes your headline memorable.

The idea is that engagement and impression combine to grab readers’ attention and make your headline memorable to them.

Advanced Marketing Institute

The Advanced Marketing Institute’s headline analyzer cuts to the point: it talks all about the “emotional marketing value” of your headline. In professional copywriting, the headline is everything, especially if you’re writing an email or something people could otherwise scroll past on social media.

Each tool uses its own algorithm, so you may wish to run your headline through more than one of these tools, almost like getting a second opinion from a doctor.

3. Generate Headline Ideas Collaboratively

People working on headlines and subheadings in a group setting

The headlines and subheadings are sometimes the most challenging part of writing a blog post or article. Sometimes it works best to develop a working title, then get together with other writers and work on headlines together.

Sometimes it’s just a matter of asking a friend or family member to come up with a title with more wit for a headline.

4. Write the Headline Last

A computer work station

Another proven strategy: write the headline last. You’ll want to start with a firm idea and research points – and possibly a ‘working title’ you expect to change. But, save the headline for last. Using a working title has several benefits for you:

  • Your title will be especially specific to the completed article
  • It will help you summarize your content succinctly (which can also help you formulate introductions and calls to action or CTA)
  • Your headline will match your post perfectly, pleasing your readers.

5. Include Your Keyword

Someone holding a tablet that says "SEO keywords"

If you want your content to rank on Google, it’s vital to include your keyword in the headline. If possible, make sure it’s near the beginning.

6. Consider the Tone of Your Post

Professional sitting in office in front of laptop. Developer thinking on solutions for work. Home-based student getting distant education. Young serious bearded man in blue shirt working on desktop.

You want your headlines and subheadings to match your post and the publication itself. You don’t want a funny headline for a post about something serious, or vice versa. Additionally, the headline needs to fit right in with the rest of the blog.

7. Conform to the Publication’s Standards

Someone blogging on a laptop

If you’re writing your headline for a specific blog, make sure your headlines and subheadings conform to the blog’s standards. Some blogs use the AP Stylebook, while others have their own’ house style guides.’ If the editor hasn’t specified, check the headlines of posts authored by editors or featured contributors.

AP has tricky headline rules, but you can double-check your work by using this free headline checker.

8. Remember These Specific Tips for Subheadings

Searching Online Concept. Search Bar Tool With Black Businessman Working On Laptop On Background, Browsing Job Recruiting Websites

When writing subheadings, keep in mind that subheadings exist to:

  • Help readers skim and find the part of the content they’re looking for
  • Signify the post topic to Google and other search engines
  • Help the flow of your post
  • Visually break up the text, making it easier to read

Your subheadings may need to be somewhat drier and more specific than the main headline. Ideally, subheadings are five to seven words, but if you’re using a little humor in your post, you can also do that while maintaining focus on your topic.

9. Want Gripping Titles? Hire an Expert

Men shaking hands

Want to know why top-tier copywriters make the big bucks? Their copy produces results, and they track the ROI (return on investment) of their work. 

Copywriters aren’t just producing blog posts and web copy, though: some write advertisements, headlines, and titles specifically. That means they’re pros at communicating a hefty concept with brevity.

When all else fails (or if you’re short on time or would rather focus on your business), hire the experts.

Are you spending a lot of time on blog post concepts or copy? 

We understand. At Romain Berg, we produce strategic, informed, genuine content. Stand above the competition: contact us today. You’ll get excellent copy, headlines and all.

About the Author

Sam Romain

Sam Romain

Digital marketing expert, data interpreter, and adventurous entrepreneur empowering businesses while fearlessly embracing the wild frontiers of fatherhood and community engagement.

Sam Romain

Sam Romain

Digital marketing expert, data interpreter, and adventurous entrepreneur empowering businesses while fearlessly embracing the wild frontiers of fatherhood and community engagement.

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