Enter a topic and choose where the headline will appear: a blog post, a landing page, an email or an ad. You get around twenty options grouped by style (how-to, list, question, bold claim and curiosity) plus a set written for the format you chose. Every headline shows its length, so you can spot the ones that are too long.
A headline has one job: to make the right person want to read the next line. It does that by showing relevance (this is about your problem), promising a benefit (here is what you will get) and creating a little curiosity (I want to know how). The best headlines do all three in as few words as they can.
That is why vague headlines fail. 'Marketing tips' says nothing to anyone. '9 email marketing mistakes that cost small shops sales' names a subject, a number and a reader, and the reader can tell in two seconds whether to carry on.
On a blog, how-to and list headlines are safe because they set a clear expectation. On a landing page, the headline should say what the visitor gets, in their words, before they have scrolled. Questions work when the reader already asks themselves that question.
In an email, the subject line competes with everything else in the inbox, so it should be short and plain. Sentence case reads like a message from a person, while title case reads like a notice. For ads, the headline is usually one short line, so choose the shortest options and test several.
Do not promise what the page does not deliver. A headline that overpromises gets a click and an immediate exit, which does you no good. Check that the first paragraph of the page answers the headline directly.
Do not stuff keywords. Use your main phrase once, early, in a sentence a person would say. After you choose a headline, run it through the headline analyzer to see how it reads and how long it is.
They come from templates. Your topic, audience, a number and a descriptive word are slotted into a library of patterns. Nothing is sent anywhere and the same inputs always give the same results. Some will fit your topic better than others, so treat the list as raw material and edit what you pick.
How-to headlines promise a method. List headlines promise a set of items. Questions invite the reader to answer in their head. Bold claims take a position. Curiosity headlines hint at something the reader does not know yet.
Short enough to show in full where it appears. Search results and email inboxes cut long titles, so the length box lets you set your own limit and counts how many headlines go over it. For example, with a limit of 60, a 52 character headline is fine and a 68 character one is flagged.
Yes, choose Ad. Ad platforms set their own length limits, which change, so set the limit box to the number your platform gives you.
Templates cannot know the meaning of your topic. A pattern written for a noun phrase such as 'email marketing' reads oddly with a very long or unusual phrase. Shorten the topic or edit the headline by hand.
Related: Headline analyzer, Email subject line tester, Slogan generator.
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