{"id":15865,"date":"2023-05-17T01:00:49","date_gmt":"2023-05-17T05:00:49","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=15865"},"modified":"2024-01-17T10:02:07","modified_gmt":"2024-01-17T14:02:07","slug":"web-page-headlines","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/web-page-headlines\/","title":{"rendered":"Frontload your web page headlines"},"content":{"rendered":"<h2>Get to the point faster by putting the topic up top<\/h2>\n<p>When it comes to web heads, focus on the front.<\/p>\n<figure id=\"attachment_32041\" aria-describedby=\"caption-attachment-32041\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32041\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/web-page-headlines\/web-page-headlines-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"web-page-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Focus on the front&lt;\/strong&gt; Make it easier for readers \u2014 and Google \u2014 to understand your headline when you put topic words in the first 11 characters. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/orange-yellow-reddish-color-vintage-bright-734153833&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by fewerton&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" alt=\"Web page headlines\" title=\"Web page headlines\" width=\"450\" height=\"300\" class=\"size-full wp-image-32041 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32041\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/web-page-headlines\/web-page-headlines-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"web-page-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Focus on the front&lt;\/strong&gt; Make it easier for readers \u2014 and Google \u2014 to understand your headline when you put topic words in the first 11 characters. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/orange-yellow-reddish-color-vintage-bright-734153833&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by fewerton&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png\" alt=\"Web page headlines\" title=\"Web page headlines\" width=\"450\" height=\"300\" class=\"size-full wp-image-32041\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/07\/web-page-headlines-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32041\" class=\"wp-caption-text\"><strong>Focus on the front<\/strong> Make it easier for readers \u2014 and Google \u2014 to understand your headline when you put topic words in the first 11 characters. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/orange-yellow-reddish-color-vintage-bright-734153833\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by fewerton<\/em><\/a><\/figcaption><\/figure>\n<p>That is, place your topic words at the beginning of your headline. That approach:<\/p>\n<ul>\n<li>Signals to Google what your page is about, improving your place on search engine results pages (SERPs)<\/li>\n<li>Helps readers decide to click your link on SERPS, indexes and other lists<\/li>\n<\/ul>\n<p>How important is this? It\u2019s the No. 1 thing you can do to improve the ROI of your website, says <a title=\"Jakob Nielsen\" href=\"https:\/\/www.nngroup.com\/people\/jakob-nielsen\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jakob Nielsen<\/a>, \u201cking of usability.\u201d<\/p>\n<p>\u201cSelecting the first 2 words for your page titles is probably the highest-impact ROI-boosting design decision you make in a web project, he says. &#8220;Front-loading important keywords trumps most other design considerations.\u201d<\/p>\n<h3>How readers read indexes and lists online.<\/h3>\n<p>When viewing a list of articles on SERPs, index pages or other story lists, web visitors spend less than one second looking at headlines. That\u2019s according to Eyetrack III, a study of online behavior by The Poynter Institute.<\/p>\n<p>The same thing\u2019s true of the summary blurbs or decks in the index listing.<\/p>\n<p>\u201cThe first couple of words need to be real attention-getters if you want to capture eyes,\u201d the researchers say.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=What+can+you+tell+skimmers+in+the+first+11+characters+of+your+web+head%3F&#038;via=AnnWylie&#038;related=AnnWylie&#038;url=https:\/\/www.wyliecomm.com\/2023\/05\/web-page-headlines\/' target='_blank'>What can you tell skimmers in the first 11 characters of your web head?<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=What+can+you+tell+skimmers+in+the+first+11+characters+of+your+web+head%3F&#038;via=AnnWylie&#038;related=AnnWylie&#038;url=https:\/\/www.wyliecomm.com\/2023\/05\/web-page-headlines\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p>Not so fast, says usability guru <a title=\"Jakob Nielsen\" href=\"https:\/\/www.nngroup.com\/people\/jakob-nielsen\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jakob Nielsen<\/a>. He estimates that visitors really scan more like the first 11 characters. What do the first 11 characters of your headlines tell potential readers?<\/p>\n<ul>\n<li><span style=\"color: #b51a00;\">Use drop-do<\/span>wn menus sparingly<\/li>\n<li><span style=\"color: #b51a00;\">Beyond the <\/span>Inverted Pyramid<\/li>\n<li><span style=\"color: #b51a00;\">Drake Unive<\/span>rsity campus life<\/li>\n<li><span style=\"color: #b51a00;\">Introducing<\/span> Chase Exclusives Special Benefits for Checking Customers<\/li>\n<li><span style=\"color: #b51a00;\">Don\u2019t let y<\/span>our head get cut off<\/li>\n<li><span style=\"color: #b51a00;\">How to Writ<\/span>e the News Release 2.0<\/li>\n<li><span style=\"color: #b51a00;\">Your Compan<\/span>y Name announces<\/li>\n<\/ul>\n<p>Make sure the first couple of words tell and sell \u2014 <em>tell<\/em> readers what your story is about and <em>sell<\/em> them on clicking. Here are 14 ways to do that:<\/p>\n<h4><strong>1. Lead with the topic word.<\/strong><\/h4>\n<p>Nielsen suggests that instead of:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Use drop-do<\/span>wn menus sparingly<\/h5>\n<p>You try:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Drop-down m<\/span>enus: Use sparingly<\/h5>\n<h4><strong>2. Use the simple sentence structure.<\/strong><\/h4>\n<p>Write subject, verb, object. That forces the subject \u2014 aka the topic \u2014 to the top. Instead of:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Beyond the<\/span> Inverted Pyramid<\/h5>\n<p>Make it:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Feature sto<\/span>ries boost readership<\/h5>\n<h4><strong>3. Move your organization\u2019s name to the end.<\/strong><\/h4>\n<p>Instead of:<\/p>\n<h5><span style=\"color: #b51a00;\">Drake Unive<\/span>rsity campus life<\/h5>\n<p>Make it:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Campus life<\/span> at Drake University<\/h5>\n<h4><strong>4. Make it a label head.<\/strong><\/h4>\n<p>I know. This one makes me feel squeamish, too. It probably works better on a basic web content page than on a story or release:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Social medi<\/span>a writing webinar<\/h5>\n<p>Nope, I still hate it.<\/p>\n<h4><strong>5. Try the passive voice.<\/strong><\/h4>\n<p>I hate this idea, too. But passive voice can help you front-load key words, Nielsen says. For instance:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Passive Voi<\/span>ce Is Redeemed For Web Headings<\/h5>\n<p>Still hate that one, too.<\/p>\n<h4><strong>6. Use plain language and specific terms.<\/strong><\/h4>\n<p>In a test Nielsen ran of what visitors could learn from the <a href=\"https:\/\/www.nngroup.com\/articles\/first-2-words-a-signal-for-scanning\/\" target=\"_blank\" rel=\"noopener noreferrer\">first 11 letters<\/a> of an index listing, this web head scored best:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Gift cards<\/span> &amp; E-Gift Certificates<\/h5>\n<h4><strong>7. Avoid marketing fluff.<\/strong><\/h4>\n<p>In Nielsen\u2019s 11-character test, this headline proved to be the least effective:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Introducing<\/span> Chase Exclusives Special Benefits for Checking Customers<\/h5>\n<h4><strong>8. <a href=\"https:\/\/www.nngroup.com\/articles\/web-writing-show-numbers-as-numerals\/\" target=\"_blank\" rel=\"noopener noreferrer\">Use numerals<\/a>.<\/strong><\/h4>\n<p>Say more with fewer characters by using numerals, instead of spelling out numbers. Nielsen suggests that instead of:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">First two w<\/span>ords: A signal for the scanning eye<\/h5>\n<p>You make it:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">First 2 wor<\/span>ds: A signal for the scanning eye<\/h5>\n<p>Note: AP Style supports this approach.<\/p>\n<h4><strong>9. Skip leading articles.<\/strong><\/h4>\n<p>Drop the \u201ca,\u201d \u201can\u201d or \u201cthe.\u201d Instead of:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">The approva<\/span>l process syndrome \u2026<\/h5>\n<p>Make it:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Approval pr<\/span>ocess syndrome \u2026<\/h5>\n<h4><strong>10. Consider promoting popular story forms up front.<\/strong><\/h4>\n<p>Got a list or infographic? Consider investing some of your 11 characters in that:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Flowchart:<\/span> Are you a troll or thought leader?<\/h5>\n<h4><strong>11. Use your deck in metatags.<\/strong><\/h4>\n<p>At Wylie Communications, we like feature heads almost as much as we like Twix bars:<\/p>\n<h5><span style=\"color: #b51a00;\">Don\u2019t let y<\/span>our head get cut off<\/h5>\n<h6><span style=\"color: #b51a00;\">Web headlin<\/span>es must fit on mobile apps and more<\/h6>\n<p>So we\u2019re experimenting with using our descriptive, front-loaded <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/pr-writing-tips\/display-copy-for-releases\/decks\/\" target=\"\" rel=\"noopener noreferrer\">decks<\/a> in metatags instead:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Web headlin<\/span>es must fit on mobile apps and more<\/h5>\n<h4><strong>12. Meet readers out front in page titles.<\/strong><\/h4>\n<p>Using that approach, we cause the deck to show up on indexes and SERPs:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Web headlin<\/span>es must fit on mobile apps and more<\/h5>\n<p>Both feature head and descriptive deck both show up on content pages:<\/p>\n<h5><span style=\"color: #b51a00;\">Don\u2019t let y<\/span>our head get cut off<\/h5>\n<h6><span style=\"color: #b51a00;\">Web headlin<\/span>es must fit on mobile apps and more<\/h6>\n<h4><strong>13. Make the topic phrase a kicker.<\/strong><\/h4>\n<p>Move the topic to the top as an additional layer of headline. Instead of:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">How to Writ<\/span>e the News Release 2.0<\/h5>\n<p>Make it:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">News releas<\/span>e 2.0 \u2014 Help Google find your site<\/h5>\n<h4><strong>14. Check your index pages.<\/strong><\/h4>\n<p>How does your headline show up in SERPs, index pages and other story lists?<\/p>\n<p>When you scan the list of headlines and links, what\u2019s the first word in each item? Is it the topic word? Is it clear, specific and interesting?<\/p>\n<p>For a \u201chow <em>not<\/em> to\u201d example of making copy list-ready, check out your organization\u2019s index of press release headlines. Most bury the topic word behind:<\/p>\n<h5 class=\"standalone\"><span style=\"color: #b51a00;\">Your Compan<\/span>y Name announces \u2026<\/h5>\n<p>How does yours stack up?<br \/>\n_____<\/p>\n<p>Sources: Andy Bechtel, &#8220;Writing Headlines for Digital and Mobile Media,&#8221; Poynter News University, Dec. 5, 2013<\/p>\n<p>Jakob Nielsen, \u201c<a title=\"Company Name First in Microcontent? Sometimes!\" href=\"https:\/\/www.nngroup.com\/articles\/company-name-first-in-microcontent\/\" target=\"_blank\" rel=\"noopener noreferrer\">Company Name First in Microcontent? Sometimes!<\/a>\u201d Alertbox, March 3, 2008<\/p>\n<p>Jakob Nielsen, \u201c<a title=\"Passive Voice Is Redeemed For web Headings\" href=\"https:\/\/www.nngroup.com\/articles\/passive-voice-is-redeemed-for-web\/\" target=\"_blank\" rel=\"noopener noreferrer\">Passive Voice Is Redeemed For Web Headings<\/a>,\u201d Alertbox, Oct. 22, 2007<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p 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top<\/p>\n","protected":false},"author":6,"featured_media":32043,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[54],"tags":[261,174,363,191],"class_list":{"0":"post-15865","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-web-writing","8":"tag-decks","9":"tag-sentence-length","10":"tag-web-headlines","11":"tag-word-length","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Frontload your web page headlines<\/title>\n<meta name=\"description\" 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