The document provides guidance on writing effective headlines for web content. It discusses that headlines are the primary representation of stories online and can make or break how readers engage with the content. It offers tips for headlines such as considering key details, numbers, labels, and ensuring accuracy while keeping the headline concise and active. Google prioritizes headlines that mimic how users consume information. The document challenges the reader to question if their headline promises specific information and would encourage people to engage with the content in different contexts online. It provides a checklist for writing headlines and assigns readers a task to practice and receive feedback on their own headlines.

1. How To Write
Headlines For The Web
October 2012

2. Headlines Are More
Important Than Ever
2

3. Headlines Are More
Important Than Ever
1. It’s promotion
for your story
Your headline is the only
representation your story gets on
the web
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4. Headlines Are More
Important Than Ever
2. It will make or
break your story
You’re killing your own story
with a dud headline
4

5. Headlines Are More
Important Than Ever
3. Humans will decide
the fate of your story
Making headlines SEO-
friendly is no longer good
enough
5

6. Headlines Are More
Important Than Ever
4. Social is growing
Which means competition and
opportunity for audience is
growing
6

7. Headlines Are More
Important Than Ever
5. Home pages are
less important
Which means you have to
make your headline perfect
everywhere
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8. How To Write
Headlines For The Web
8

9. The Sooner The Better
• Try not to wait until the end of the content creation
process to come up with a headline.
• Early on in the process, think about ideas for your
headline.
• Thinking of your headline up front creates a thesis under
which to frame your story.
• Ask yourself this constantly: What is this story about?
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10. Open A Blank Document
• Start free associating around
what your headline could be.
• What are the key words that tell
you what this story is about?
• Who are the important players in
the story? Consider them for
your headline.
• Are there any quotes or nuggets
that help tell the story? They will
make your life easier.
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11. Provide the Facts for Breaking News
• In breaking news or live
situations, keep it simple
and to-the-point.
• Include lots of
facts, names
and numbers
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12. Look For Big Numbers
• Is a number one of the • Look especially for big
key components of the numbers. Web users love
story? big numbers.
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13. Look For Big Numbers
• Is a number one of the • Look especially for big
key components of the numbers. Web users love
story? big numbers.
Medical Software Giant Plans $190M Project in KCK
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14. It Should Be Easily Digestible
• You have very little time to promote your story.
• Make it easy for people to understand what you have for
them.
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15. Follow the Proper Noun Rule
• “Name the known, omit the obscure”
• If the subject in your headline is well known to your
primary audience, you can include it.
• But if the name is obscure, you might consider skipping
it.
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16. Does It Work As An Explanatory Headline?
“When remotely possible, turn news into explanation.”
--Gawker Media CEO Nick Denton
• Hard news requires a hard news headline. But if you can
find a way to turn a headline into an explainer, you can
distinguish yourself from the crowd.
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17. It Should Be Specific, It Should Promise
17

18. It Should Be Specific, It Should Promise
Kansas: Then and Now
18

19. It Should Be Specific, It Should Promise
• What is the story that you are delivering?
• Tease the information – let them know basically what
they’re getting but don’t give it all away.
19

20. Make It Active
Passive banner headlines with decks work well on the
front page of newspapers and home pages, but
typically not on article pages.
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21. Make It Active
Passive banner headlines with decks work well on the
front page of newspapers and home pages, but
typically not on article pages.
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22. Remember Who You’re Trying To Reach
• Think you have a good headline? Say it to yourself.
Do you sound like a human?
• Remember: Humans will be the ones seeing this.
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23. Think About Your Headline Out Of Context
• Although some will see
your headline on your
home page, most will see
it in other places.
• Imagine it in a vacuum –
search, social and
anywhere else it might
wind up.
• Would you feel
compelled to click it, like
it or share it?
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24. Include Labels
• People like to know what
they are getting.
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25. Include Labels
• People like to know what
they are getting.
• If the main component of
your story is a video,
photo, map or chart, let
people know in the
headline.
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26. Include Labels
• People like to know what
they are getting.
• If the main component of
your story is a video,
photo, map or chart, let
people know in the
headline.
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27. Make Sure It’s Accurate
• Sometimes a clever or fun headline can get away from
the accuracy of the story.
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28. Drop Unnecessary words
• After you’ve written a headline you’re happy with, look
at it, find unnecessary words and get rid of them.
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29. ARE YOU STUCK?
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30. Step Away From It
• Stepping away from a headline for a few minutes can
help clear your head.
30

31. Talk About It
• Find a colleague or two and talk about your headline.
• Fresh eyes and minds can often come up with the
best headlines.
31

32. Don’t Forget The Blank Document
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33. Let’s Make A Headline
--WBEZ 33

34. Let’s Make A Headline
--WBEZ 34

35. Let’s Make A Headline
--KPLU 35

36. Let’s Make A Headline
--KPLU 36

37. WHAT ABOUT GOOGLE?
37

38. Search Engine Optimization
• Google mimics user
behavior, crawling your
text, looking at your
headline first.
• Make sure you include
key details in your
headlines.
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39. How Does Google Work?
• Timely, fresh content.
• Text, text, text – in a
visual framework.
• Relevant proper nouns.
• Linking out to quality
sources.
• Being a credible
established source of
news.
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40. Ask Yourself
1. Does it promise me something specific?
2. Would I Like, Share, Tweet or Comment on it?
3. Is it accurate?
4. Is it active?
5. Are important players reflected? www.bit.ly/headlinelist
6. Is the main point of your story reflected?
7. Does it obey the proper noun rule?
8. Is it easily digestible?
9. Are there any unnecessary words?
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41. Questions?
eathas@npr.org
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42. Your Assignment
1. Select three stories you’ve created.
2. Write five different headlines for each story.
3. Highlight the best headline with an asterisk.
4. E-mail it to dseditorial@npr.org and include your
station in the Subject by end of day Thursday.
eathas@npr.org
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