Headlines are the first step to grabbing readers’ attention.
Readers should be able to scan theÌýkeyline &infoline and get a clear idea of the webpage's content.
Set the scene with the keyline and infoline
Keyline
- The keyline grabs the reader’s attention
- In the keyline, charm dominates
- Ideal keyline length is between 55 and 65 characters
Infoline
- The infoline provides more information to the keyline
- Be clear and convincing, the user should be given enough information to understand what content follows
Ìý
Use our tone of voice
Be clear
Keep it simple – to keep the word count down use verbs instead of nouns. And keep the verbs active.
Use everyday words and phrases – formal words are never helpful, especially not in headlines.
Be convincing
Benefits, not processes – it’s all about the value the reader will get from what we’re describing, whether it’s an event or an investment service. Don’t name a product or service in the keyline, for example. Think about what it means for our client. Focusing on the benefit will stand out more.
Evidence, not adjectives – a fact will always have more impact than an adjective. Think about saying we cover everything rather than comprehensive service.
Write with charm
Be personal, vary the rhythm – talking about we and our always works better than talking about ourselves as ÃÛ¶¹ÊÓƵ.
Be intriguing – one-word keylines will make readers curious. Ask a question to add to the effect.
Be memorable – can you paint a picture of the value the reader gets? Tap into a universal truth – it’s a chance to draw on the culture of your region with a phrase or image that resonates there.
