Attention Small Business Owners: Headlines Are Everything! Whether you’re sending out a sales letter, placing a yellow page ad, or trying to sell through your website, you need a compelling headline that grabs your reader by the lapels.

Now, if I told you everything you need to know about writing headlines, this article would be about 187 pages long.

However, here are some basic tips for writing an effective title for your website:

1. Address your audience.

If you’re trying to sell to bass anglers, don’t have a headline that says “Attention Anglers.”

Try “Beware Bass Anglers.”

Even better would be “Attention New Jersey Bass Anglers”

And better yet: “Attention New Jersey Bass Anglers! If you’re over 65 and love to fish the Delaney River…”

And so. The more specific your title is, the more likely it is that the right people will read it and respond to it.

2. Don’t try to be cute or smart.

Avoid puns at all costs. Your title should have one purpose: to identify people who are interested in your product or service, and to entice those people to read the rest of your site.

3. Have a news bias.

For example, “Local doctor introduces pillow that increases circulation.” Read your local newspaper for inspiration.

4. Include the main benefit of your product or service in your headline.

Once you’ve specifically identified your target audience, you need to tell them exactly what benefit they’ll get from buying your product or service.

5. Make your headline stand out.

Use a font that is larger than your main text. Use colors that highlight the words in the title. You’ll want to experiment with this though – there’s a fine line between standing out and being obnoxious.

6. Be concise.

There has been an ugly epidemic recently of internet headlines that are 30, 40, even 70 words long. This defeats the purpose of having a headline. Instead, try 12-15 well-crafted words that will take the reader directly to the rest of your site.

7. Be honest.

Although none of the content on your website should be misleading (it is more profitable in the long run to sell a good product honestly), it is particularly important that your title is not misleading. Don’t say “Sexy, Sexy, Sexy” if you’re selling organic mouthwash or auto supplies.

See, the best way to learn how to write a good headline is to read as many good headlines as you can. Go to your bookstore and look at the women’s magazines. Read the National Enquirer. These people are pros when it comes to writing powerful headlines that make people sit up and pay attention.

And with practice, your headlines will make your customers take notice, too.