Writing Headlines That Convert

Legendary copywriter David Ogilvy observed that five times more people read the headline than read the body copy. The decision to read further, click, or keep scrolling happens within seconds of encountering a headline. A brilliant product and body copy are irrelevant if the headline fails to capture attention.

Allocating disproportionate creative effort to headline writing is one of the highest-return investments in content and advertising optimization. Many experienced copywriters spend as long on the headline as on the entire remaining piece of content.

Proven headline formulas provide reliable starting points for generating high-performing options. The how-to headline communicates a clear method or outcome: How to Double Your Email Open Rate in 30 Days. The list headline promises specific, quantified value: 7 Ways to Reduce Customer Churn. The question headline creates engagement through curiosity or self-identification: Are You Making These Landing Page Mistakes?

Number-based headlines consistently outperform non-numeric equivalents in A/B tests because specific numbers signal concrete, actionable content and set clear expectations for the reader about what they will receive.