Writing Website Content Headlines

Today is Day Four in our Writing Website Content series. We’ve covered whether you should specialize in website content writing, questions to ask your buyers and how to be a great website tour guide. Now let’s take a look at writing website headlines:

Quick; open up a web page – any web page. Where do your eyes look first?

If you’ve chosen a fairly normal website to look at (and if you’re a fairly normal person), your eyes should be aiming somewhere on the left-hand side, about two inches down from the top of your monitor and one or two inches to the left.

(Now that I’ve shared that information with you, would you freakin’ pull up that web page and try it? Don’t lie; I know you didn’t open a page the first time around.)

That location, that two-inches-down-and-one-inch-to-the-right pinpoint is prime real estate on the web. It’s the sweet spot.

And if you’re a website content writer, the words you put in that spot had better damned well be good and catchy. You have a split second to grab your reader and shake him or her by the shoulders.

There’s a very good reason why authorities like Copyblogger write tons of content to teach people how to write catchy headlines. Headlines rule the virtual world, from email subject line to blog post title to website page intro. A great headline is the bait and hook that keeps people reading.

Screw it up, and you just cost your client a visitor who probably won’t ever come back.

Focus on Benefits

One of the best ways to write a good headline is to find the main benefit to the reader. The website is just a gateway, and the sale is just an action a visitor takes to accomplish bigger goals.

What are those goals? What does the reader hope to accomplish? What problem does he or she want resolved? What solution does the visitor seek?

Benefits are what a client gets if they buy this product or service: a changed life, faster speed, improved productivity, less suffering and pain, greater joy, more free time…

People buy benefits, not features – never features. How much RAM a computer has isn’t important to a consumer. How much faster the consumer can work or play on his or her computer is what really counts.

Put your benefits in the headline and give the reader a glimpse into the future of a better life.

The Fewer Words, The Better

Website content writers have to pack a punch in a headline, and the shorter the headline, the better. Less than 10 words is a must, and if you can keep it to seven words or less, that’s even better.

Challenging? You betcha.

Let’s say a buyer asks you to write a website about email marketing. His benefit is an email marketing campaign that gets emails noticed, even when the recipient has a busy life and an overloaded inbox.

Pack that into just a few words. Your headline might be, “Standing Out in Crowded Inboxes.” That’s the hook to get visitors interested in signing up for the services.

How about a plumber who wants a website he can start to advertise. There are four other plumbers in town, but this plumber was smart. He promotes the fact that he’s faster than the competition.

Your headline might be, “Unblocking the Flow Faster.” The plumber’s website promises speedy service to unplug drains quickly.

The tone you use also makes a huge difference in how well your website content reads. Choose the wrong words, and you’ll shadow the site with negativity.

Stay tuned in our next post on website content to learn how to keep your content positive for positive results.

Post by James Chartrand

James Chartrand is an expert copywriter and the owner of Men with Pens and Damn Fine Words, the game-changing writing course for business owners. She loves the color blue, her kids, Nike sneakers and ice skating.

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  1. Your point is about packing the headline with appropriate content – it’s the taste of the bait they bite upon, and I wouldn’t argue against that. But they do need to see that bait wriggling on the hook and where my eyes and yours scan may not be the same as some much younger visitors.

    Several years back some folks did a real study on Website Usability and wrote a book about it ( http://aplawrence.com/Books/webusability.html ). Interestingly, there was a paradoxical conflict between sites that people liked and those that were actually easy to use.

    This is much more than just headlines, of course, but what I’ve been wondering in recent years is if that sort of study would show the same thing today. When that was done, the web was relatively new to most people and the mechanics of reading and using a web page were new to them. Today it’s a far different world, and I wonder if any of the conventional wisdom about “heat zones” and eye movement need reexamining.

    For example, the

    “our eyes should be aiming somewhere on the left-hand side, about two inches down from the top of your monitor and one or two inches to the left.”

    That’s plainly a learned behavior that comes from reading books, magazines, and newspapers. However, the modern Internet reader is much more graphically oriented and may be scanning for graphics more than headlines. I say “may be” – I don’t know that it’s true, but I do strongly suspect that a fresh study such as that I mentioned above might show some changes in the making.

    Or might not.. but I’d like to see someone find out.

    Tony Lawrence’s last blog post..Kerio Troubleshooting by Anthony Lawrence

  2. Tony,

    Read Jakob Nielsen. http://www.useit.com/ He’s got a newsletter to keep you up-to-date, and his entire Alertbox archives are available online. He’ll tell you everything you want to know about where eyes went, where they go, and why you should care.

    James,

    Well said, well said. That split second is a sad, amazing truth on the web (and in real life, too). It’s *incredibly* difficult to do it well, and without it no one reads your superb story of how Fluffy the Schnauzer lost fifteen pounds and your pampered pooch can, too. Great headlines are everything/

    Please tell me you’ll write something better for the email marketer when he coughs up the cash. :)

    Regards,

    Kelly

    Kelly’s last blog post..Because The Side of my Head Has Been Sore for 25 Years: Prize Time!

  3. @Tony Most users on the Internet are scanning for context.

    Use of graphics or text headlines interrupt or assist in the process. You can easily test this on your own site using multivariate testing tools like Google’s Web Optimizer. Experiments I’ve been a part of (in my pro world, not my hobby blog) show that fairly clearly…

    @James I’d add that you can also jar people by using weird headlines. It’s a technique used by some unsavory elements, I know, but it works. If used sparingly, it can drive impressive results without detracting from the content – mostly in email subjects but also in headlines.

    Jamie Grove – How Not To Write’s last blog post..How to Use Writer’s Block to Fuel Your Writing

  4. Brett Legree says:

    @James,

    Very good post – I seem to remember reading a while back that a page has about 11 seconds to grab a person’s attention. I think that may be even shorter these days, with so many choices available and people being in such a hurry.

    Plus, with people using RSS, if the headline isn’t catchy people probably will just click “mark as read” and move along.

    Some food for thought for my own titles… (clever can be good, too clever, perhaps not so.)

    Brett Legree’s last blog post..how to make 6 weeks work for you.

  5. I find the concept of headlines very interesting from a cultural perspective. Readers brains have been hardwired to look for meaning only in these few words and then decide if the content is worth it. They do this because writers have created that expectation.

    Writers, of course, are now forced to pack a lot of punch into their headline, or they’ll lose readers that are only skimming and have the expectation of a strong headline and pieces that get to the point without wasting time.

    It’s like a self-perpetuating genre convention.

    Vitor – The Fractal Forest’s last blog post..The Meaning of Symbols

  6. Brett Legree says:

    @Vitor,

    Very good point. Something like “never judge a book by it’s cover”. I had that experience way back with a movie (‘The Silence of the Lambs’), I saw the title in the newspaper but not a preview or anything. The title didn’t really grab me, so I missed out seeing it in theatre.

    Of course, when I saw the movie eventually, I enjoyed it, and the title made sense. So you are right about the skim readers.

    Brett Legree’s last blog post..how to make 6 weeks work for you.

  7. Headlines make all the difference. I credit Copyblogger’s headline advice to my 4 front-page Digg posts. Invest your time on learning the art of headlines & you won’t be disappointed.

    Dave Navarro’s last blog post..Why Failure Costs Nothing And Success Can Steal Everything

  8. Readers brains have been hardwired to look for meaning only in these few words and then decide if the content is worth it. They do this because writers have created that expectation.

    Writers? Or society? I’m loathe to think that a person who can craft words has the power to influence how a society behaves as a whole…

  9. Brett Legree says:

    @James,

    Society for sure. The “instant gratification” crowd. 500 channel satellite TV. And so forth… I’d say a lot of people don’t even read anymore, at least nothing of any depth. Just headlines – read it and think, “what can this do for me?”

    @Dave,

    Yeah, I’ve been thinking that myself. I’ve been having a lot of fun – yet, to grow, need to start tweaking things.

    Brett Legree’s last blog post..how to make 6 weeks work for you.

  10. Good post as usual. Subtle point: I’d write “Stand out in crowded inboxes” rather than “Standing out in crowded inboxes” to make it more active.

  11. But isn’t it just possible that a longer headline would stand out? Look at the submission descriptions on Reddit as an example.

    Mark Dykeman’s last blog post..What did you do while Twitter was down Wednesday

  12. Thanks for the additional info and techniques. I really need to learn more about writing titles and headlines – without being controversial.

    Rudy’s last blog post..Brand

  13. Golden advice.

    I used to write copy for ad’s and it was the same idea. You have very little time to grab the reader so make it important to them asap.

    Thanks again!

    Loraleigh Vance’s last blog post..Spiritual Healing of the Store-bought Variety

  14. Hm. I was in a bit of a hurry to get my last posts out and didn’t really optimize the headlines. Making it benefit-focused would have made them even more wordy: “7 ways to improve your business with The Wiggles, whom I hate” . Nah, that would’ve been okay. Retitling can lead to problems once the post is published, can’t it?

    And, yeah, I suppose the “whom I hate” part is a bit negative. I decided to risk it, though, counting on the juxtaposition of these nice, charming children’s performers with the notion that someone hates them leading to a bit of a chuckle. It amuses me, anyway. Bad idea?

    Matt Tuley, Laptop for Hire’s last blog post..7 business lessons from The Wiggles, whom I hate—Part 3

  15. James- I am a little confused. uh, first you said two inches down from the top and 1 or 2 inches to the left. Then you said, two inches down and 1 or 2 inches to the right for the sweet spot . ??? ( Which is actually kind of funny because I posted sweet spots today too. : 0 ) You are talking about the left , yes?

    Any way. I opened Apple’s main site because it is right there on my tool bar. Easy. The “headline” is centered. And powerful. http://www.apple.com/ ???

    So I opened a few others on my tool bar. Most of them were using the to the left and an inch or two down.

    The second group “felt” organized, clean, comfortable. Good. The Apple one got me with ooh ahh. Made me click through.Pause there. Is it the Presentation zen, that I am primarily visual, or because they are zigging when everyone else zags, do you think?

    Janice C Cartier’s last blog post..It’s About Relationships

  16. Thanks again for the three parts on content writing. I have to admit that coming up with the headline or title seems to take me longer than actually doing the writing. I know that it is vital to get people to read more. Perhaps that’s why I feel I need to take so long on it. That and the fact that I want it to be just right.

    Jenny Burr’s last blog post..The Facts: Meniere’s Disease

  17. Allllrighty then, here we go:

    @ Jenny – You’re welcome, and there is more to come in this series – a lot more. Regarding headlines: Personally, I write a draft headline just to remember what I’m writing about, and then I write the post. There is always – always – a phrase that leaps out at me once I’m finish or a flash of a headline that fits just right. Boom, away we go. Other writers write the headline first (Brian Clark is one) and fill in the rest afterwards, but I find that limiting. What if you think of something better as you write?

    @ Janice – Yes. I make sense. Down and to the left or down and to the right works, depending on where you start from the top of your monitor. In the first, you’re one inch from the corner already. In the second, you’re starting from the corner and moving straight down.

    As for Apple’s headline, that makes perfect sense because of their page layout and use of image. You can fold that page down the middle and it is identical on either side. In that particular case, centered makes the most sense.

    In general, though, websites are built with columns, often of varying width. In that case, centering a headline is a bad idea, because it offsets the layout and appears strange. Imagine if Apple had left-justified – you’d go yuck. Likewise, think of our header – had we centered Men with Pens, you’d go yuck.

    It’s all in the grand scheme of things :)

    @ Matt – You can be right, or you can be happy. You chose happy, and that’s okay, because it was your blog and your decision. However, if you want the optimal results based on OTHER people’s perception and behavior, it’s a good idea to go for being right, not happy.

    Also, you’d never try to provoke a chuckle on content you wrote for someone else, right?

    @ Loraleigh – Ad copy figures highly in website content. Many writers forget this :)

    @ Rudy – There’s nothing wrong at all with controversy. Unless you write something like how Canadians dominate the world. Most likely, the Americans would shoot you down pretty damned fast. You’d get PR, though! (And the Canadians would love you…)

    @ Mark – Longer ones can stand out, but not as a general rule. The best headlines are the ones that promise to solve a problem. Long, short, it doesn’t matter. If it offers a solution to a pain, you’re golden.

    @ Jean – Standing or Stand depends on the tense. Stand implies that you *will* do it. Standing implies that you *are* doing it. Big difference.

  18. @James “Also, you’d never try to provoke a chuckle on content you wrote for someone else, right?”

    You mean content for a client? Nope. Not unless that’s the tone they actually want, of course, which is occasionally the case. Otherwise, I save it for me.

    Matt Tuley, Laptop for Hire’s last blog post..7 business lessons from The Wiggles, whom I hate—Part 3

  19. Um, but James? I AM looking at a website right now!

    And this exact reason is one of the things that annoys me about some blog/website banners–they’re so big to begin with that I have to scroll to see any real content at all. (I can’t help it, I’ve only got a 13.3″ monitor on this laptop.)

    –Deb’s last blog post..Simplicity

  20. @ Deb – Yes, and isn’t it a beautiful site indeed? (Unless you weren’t referring to ours, in which case it must be built all wrong.)

    I like your thinking, too. “Can’t be my laptop! Must be the website’s problem!” I use that one too :)

  21. Well, James, really, that’s part of it. Not everyone has two 25″ monitors set up in front of them, and some websites are designed to specific sizes that just don’t FIT on my “thin and light” style laptop and then I have to scroll to see ANYTHING and, frankly, it’s just not worth the trouble most of the time. I like a nice banner, but I don’t want to have to scroll down just to find out what somebody is writing about today, and then realize it’s something I’m not interested in and that I just wasted valuble browsing time to find out.

    Yes, yet another good reason to love RSS!

    –Deb’s last blog post..Simplicity

  22. @ Deb – My main monitor was a 17″ inch until two months ago, and yes, I only have one. I have a 19″ now and find it too large. My laptop is a 17″, I believe.

    And all our sites are tested for 17″ viewing. Why? Because statistics show that less than 20% of users have a smaller screen than that. 13.3 would probably be in the 5% – that’s REALLY tiny.

    And very soon, a 17″ will be amongst that dying breed.

    Do I think it’s fair that you’re cut off? No. Do I think it’s fair that you have to scroll? No. However, when you buy a laptop that you KNOW will give you headaches in the virtual world… you can’t really complain too much, now can you?

    And yes – I had a 12.5 inch screen for 8 months at one point. I bought it because it was ultra portable. I hated it. I know what you’re talking about.

    I love RSS.

  23. *whistles innocently* Sorry, guilty of a 23″ and a 28″ here. While the extra real estate is fantastic for the work I do, I constantly have to keep in mind the fit for the smaller screens.

    My laptop is a modest 17″, which I do use to check the sites we create. Other than that, I usually poke James and ask him how it looks on his monitor.

  24. @James I agree with the death of the 17″, especially with the price of LCDs dropping through the floor. However, I wouldn’t count them out yet, especially when sites are targeted toward budget-conscious visitors. The key is looking to the stats and allowing them to inform good layout and design.

    For example, in the US, CRTs still rule the schools and might for quite awhile. On the educational sites I work with, up to 80% of the users are coming to us at 800×600. So, for those sites, we try to be sensitive to the visitors. (which bums out the designers)

    Elsewhere, I’ve noticed a big upswing to 1280×1024. This tends to be more consumer-driven websites. What is interesting is that the folks with higher resolutions convert better and have higher average order sizes. They also hang around longer too.

    This gets really wild when you look at the numbers for widescreen monitors (aspect ratios of 16:9). Hands down the best visitors – statistically. Of course, layout for 16:9 is going to open up whole new worlds in design…

    (I know, I know. Bla bla bla! Look at the web geek go!)

    Jamie Grove – How Not To Write’s last blog post..How to Use Writer’s Block to Fuel Your Writing

  25. Harry,

    I prefer humbler real estate. That way things never get away from me.

    Not that I don’t drool in rapt admiration of a nice 28″, but it’s a want, not a need. Which is exactly what some might say of my Macs anyway (wants, not needs).

    I came over here *only* because I’d forgotten what the discussion point was and “Sorry, guilty of a 23″ and a 28″ ” MADE me click before I read the rest. WTF?

    Ahem. I’m better now.

    Until later,

    Kelly

    Kelly’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  26. @ Jamie – We aim for 1024 x 768 or whatever the numbers are. Stats like you quoted are really interesting to us, so feel free to share more.

    @ Kelly – I admit that I blinked at his comment as well. “Um… bro? OH! Oh, screen size! Riiight…”

    @ Harry – Yes. Well. When those drop to $50 each, I’ll get four. Nyah nyah.

  27. James,

    You’re still up? Just can’t sleep without finishing the puzzle?

    And that glass of wine…

    ;)

    Until later,

    Kelly

    Kelly’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  28. I knew that would get some attention. Get your minds up into the gutter, would you?

    And James? By the time the prices drop like that, I’d have moved up to using a 42″ and working from the couch. ;) Now go to bed and dream in Hi Def wide screen.

  29. @ Harry – I think you mean out of the gutter… And no thanks. My dreams are vividly technicolor as it is. Too many nights waking up in cold sweat leaves me hoping for dreamless sleep.

    @ Kelly – Yes. I have a toddler who thinks midnight is a good hour to sleep. I disagree.

  30. Harry,

    Baited by the Voice of Reason? Twenty pins in little Pen for that.

    Darn. I’m predictable.

    Kelly’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  31. @James: No, I meant up into the gutter. Out of the gutter is the next step.

    @Kelly: *points and laughs right before doubling over from twenty simultaneous pin-pricks*

  32. Ah Harry, you don’t come out to play enough lately. You set the ball in motion and then act demure. A man after my own heart.

    Kelly’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  33. Some of us don’t have the luxury of a computer setup on a desk. I sit on my bedroom floor with a bed tray with my laptop on top. That IS my desk. And my laptop is small because I wanted one that came in around 4 lbs because carrying anything bigger just gets too unwieldy. This size screen works just fine for just about everything, thank you. It’s 1280×768 pixels which means I’ve got about 600 pixels in height in an average browser screen, once you’ve subtracted the window title bar, the tool bars, the task bar at the bottom of the screen–all that. I can’t think of any website that NEEDS a banner that’s 600 pixels wide from top to bottom. With more and more people doing the bulk of their “computing” on laptops, tablets, and even cell phones these days, all I’m saying is that designers need to take that into consideration. Not everybody wants to lug around a behemoth of a laptop!

    –Deb’s last blog post..Simplicity

  34. @ Deb – I didn’t think a desk PC was a luxury… I find it far more confining, restrictive and chaining than a laptop.

    The problem is that there are millions of people on the Internet, and where Americans may be gravitating to cellphones, Canadians are still getting into laptops and other parts of the world are just getting into standard PCs. There is no way that web designers can please all groups. Just no way.

    I see my comments are showing my Quebecois today for blunt directness, which never means insult. It’s just me being French. I apologize if I offended you.

  35. You’re just making my point for me, James. That’s WHY designers have to be flexible!

    And, I don’t consider a desktop to be a luxury–but having that much screen real estate IS.

    –Deb’s last blog post..Simplicity

  36. @Deb: While I have to agree that a 600 px tall banner is a bit much, I have to disagree about the big screens being a luxury to everyone. For me (and James has heard this argument before) it is not a luxury. Graphics programs are huge. They have a lot of windows and a lot of menus. It’s not unusual for me to have Photoshop, Dreamweaver, a web page and several other applications open all at once for a single project.

    I can’t work with windows layered over one another, it’s confusing enough as it is.

    Laptops are fine for the writing work I do, or for days when I want to write a few posts away from the desk. I remember a year or two ago when my tower went down and I had to work graphics on the laptop. By the end of the week I was a frustrated mess.

    We’re not putting down or disputing the fact that many people still have smaller screens. We’re both painfully aware that we have to create our sites to fit as much of the demographics as possible.

    I think in effect we are all on the same page here. We all agree that designers have to take this into consideration. But unfortunately, Americans seem to be the loudest voices and we have a nasty habit of assuming the rest of the world does everything the way we do.

  37. @Kelly: It’s not done on purpose, believe me. I’ve been buried in work lately and setting up the launch for the game (which I’ll post about in a day or two). I get so absorbed in what I’m doing I don’t notice the time flying by until it’s too late and there are too many comments to follow.

  38. @Jamie- Those stats are actually fascinating. Size matters re: conversions. Interesting to contemplate design across the sprectrum, large scale at home, iphone on the go and translations in between . Very interesting .

    Janice C Cartier’s last blog post..It’s About Relationships

  39. Kelly "Harrison Doesn't Love Me Anymore" Erickson says:

    Harry,

    You mean it’s not all about me?

    This is distressing news. I think I need caffeine to process it.

    Regards,

    Kelly

    Kelly “Harrison Doesn’t Love Me Anymore” Erickson’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  40. @ Kelly – No, it’s all about ME.

  41. Kelly "Harrison Doesn't Love Me Anymore" Erickson says:

    I knew that.

    Darlin’, you are not the first high-maintenance man I’ve known.

    And domesticated.

    Kelly “Harrison Doesn’t Love Me Anymore” Erickson’s last blog post..Because the Side of my Head Has Been Sore for 25 Years: Prize Time!

  42. Oh, Kelly…

    All men are high maintenance. They just do a good job of hiding it. It’s a natural defense mechanism, because they’re not too bright.

    Jamie Grove – How Not To Write’s last blog post..How to Use Writer’s Block to Fuel Your Writing

  43. Hey James, good post and definitely headline writing is a big challenge.

    I’d say this post goes along with about 99% of how you should craft your headlines and content (the focusing on benefits part).

    1% of the time (ok, who knows what the actual percentage is) features are what’s important to the reader, not benefits.

    Take for example the one you gave about how much RAM is in the computer. If you market to professionals in the field, you don’t have to focus quite so much on benefits – though I accept they are humans and the brain likes to see benefits.

    I guess you could say when marketing to these kinds of professionals in a field, benefits are still good but you can add a little more “feature” to your copy.

    Your take on this? Do you see any times when detailing more features could be better than more of the benefits?

    John Hoff – eVentureBiz’s last blog post..Tell Me About You

  44. @ John – My first thought is, “No. Never.” My second thought is when what the reader seeks is to impress others – listing features, in that case, would be okay.

    But NEVER in a headline. Nope. Sorry.

  45. John,

    Because you didn’t ask me…

    Benefits.

    People don’t want a 1/2″ drill bit. They want a 1/2″ hole.

    Ditto RAM. They’re going to look at those numbers, but they buying lightning fast and no glitches. Sell that. People buy with their hearts then rationalize as needed.

    Regards,

    Kelly

    Kelly’s last blog post..Why is Go Daddy so Gosh Darn Ugly?

  46. @ Kelly – I’m not so sure. A 20 year experienced carpenter wants a 1/2″ bit and doesn’t want to read the extended version of how that 1/2″ bit will benefit them.

    Typically, to create beneficial copy, it takes more words and more time to read. Experts don’t need that, they already know what they want. You just have to show them what you have.

    Now if it’s a new product no one’s heard of before, that’s different.

    John Hoff – eVentureBiz’s last blog post..Tell Me About You

  47. @ John – No, I’m sorry on this one, but you’re wrong.

    A carpenter with 100 years of experience is shopping for a bit because he wants a hole.

    What is his problem? The hole. He doesn’t have one. He wants one.
    What is the solution? The drill bit. The drill bit is simply a tool to achieve the solution.

    If you sell drill bits and push them, you’ll get zip. Squat. Nothing.
    If you sell that you offer drill bits to create the perfect hole, quickly, easily and with no fuss, you will sell drill bits.

    Not being able to sell benefits is what holds many writers back and many websites back as well. Without benefits, you get poor results. Period.

    Back to RAM. I don’t want RAM. I really don’t. What I want is a fast damned computer that loads everything in a snap, never freezes and lets me work faster. RAM is just a tool to get what I REALLY want. Sell me RAM and I won’t care. Sell me a better life and I’m all over it.

  48. I see your point and it’s valid and I’m just exploring the idea.

    The point I was trying to make though was you have to look at who your target customers and readers are. If it’s James Chartrand you’re selling RAM to, then don’t just say more “RAM,” tell James what that more RAM can do for him.

    But . . . if you’re a computer tech, you already know what more RAM does for you and you don’t have to be sold on its benefits.

    Here’s an article Brian Clark wrote on the subject. I’d be interested to hear what he has to say as well.

    John Hoff – eVentureBiz’s last blog post..Tell Me About You

  49. @ John – If you already know RAM and you know what it does, then the features will definitely fly 20 feet over your head. You don’t care. You already know.

    So you have to sell something new – and it ain’t features, buddy ;)

  50. Great post!
    Coming up with unique quality headlines and followed up with solid relevant content is the cornerstone of effective online marketing. And as for the RAM marketing angle, what i have done in the past is drop a short intro, and then follow it up with a highly technical observation or historical fact wrapped around the main topic. This will cover all of your bases with short paragraph and let you move on to the rest of the “sizzle”!
    .-= Rob Fleming´s last blog ..Article Promotion using a Freelance Writer =-.

  51. This is so true… Writing any kind of heading or headline is always a challenge, not least because it’s so important, but I think that doing this for a blog is especially difficult.

    I agree that it’s necessary to keep it short. It’s also so important not to try so hard to be clever that you don’t say what the post is about.
    .-= Ravi Kuwadia´s last blog ..How I Got 700 Unique Visitors Last Month? =-.

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  4. 21 Must-Read Tips To Write Better Web Content | Weak Wallet says:

    [...] Writing Website Content Headlines from Men With Pens“Headlines rule the virtual world, from email subject line to blog post title to website page intro. A great headline is the bait and hook that keeps people reading.“ [...]

  5. [...] on writing headlines for the web then the Men With Pens can help you out. Have a look at their Writing Website Content Headlines article for some [...]

  6. [...] you can’t deliver a message in a handful of words to consumers, you’ve missed the target. Depending on people’s curiosity to click [...]

  7. Headlines rule the virtual world « Stephanie’s blog says:

    [...] rule the virtual world By sdoca Writing Website Content Headlines from Men With Pens “Headlines rule the virtual world, from email subject line to blog post [...]

  8. Collection of Killer Writing Tips | Wordpreneur.com says:

    [...] Writing Website Content Headlines (Men With Pens) [...]

  9. [...] at skrive bedre overskrifter Copyblogger: Writing Magnetic Headlines Mens With Pens: Writing Web Content Headlines Modern Life: How to Write Great [...]

  10. [...] you blog, be sure to mention solutions to problems you’re going to [...]

  11. [...] you blog, be sure to mention solutions to problems you’re going to [...]

  12. [...] you blog, be sure to mention solutions to problems you’re going to [...]

  13. [...] you blog, be sure to mention solutions to problems you’re going to [...]

  14. [...] Writing website content takes a look at the ‘science’ of writing a headline and where the reader looks when she reads. This will help focus you on your headlines and their impact. More on that?  Web reading,writing and headlines from Lorelle. A longer post with examples to enable you to pick apart what works and what doesn’t, and the all important why. [...]

  15. [...] Writing Website Content Headlines at Men with Pens by James Chartrand, @menwithpens [...]

  16. [...] There is no wrong or right. Some recommend you write the title first, others (eg James on Men with Pens) that you write the headline last. [...]

  17. [...] There are eight million posts out there about how to write a great headline. Copyblogger’s written about half of them. I’ve written a few myself. [...]

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