Write descriptive titles that hook readers and boost engagement 

Have you noticed that some web articles, advertisements, and product descriptions are more appealing than others? Look at the titles and headlines that catch your attention. What do you see? Eye-catching blog posts, artwork descriptions, and online store listings write descriptive titles to capture attention, hold interest, and increase understanding.

You don’t get a second chance to create a good first impression.

Will Rogers, American vaudeville performer, actor, and humorous social commentator

Each publication has its own way of writing descriptive titles

Organizations use different names for the titles found in their publications. You may see the words title, heading, headline, and head (or HED), to name a few. In a word processing app, titles are formatted with the Heading 1, Heading 2, and Heading 3 styles. Newspapers and magazines have traditionally used the term headline.

No matter which term you or I use, titles, headings, and headlines are concise summaries of the paragraphs that follow them. For simplicity, I use the term “title” throughout this article.

Different organizations and different types of publications may use different styles for titles. In some cases, the titles will be long and descriptive. In others, the titles will be short. Some journals may use formal and serious titles. Other publications may allow quirky and comical titles.

If there’s a style guide for your organization or publication, the style guide may specify how to write descriptive titles, and how those titles are handled. If you’re working without a style guide, follow these tips:

• Scholarly journals and business reports use simple and to-the-point titles. These titles give enough information to help the reader scan the document and understand the information.
• News and technical articles use objective and just-the-fact headlines that add credibility to the reporting. These headings may not arouse a reader’s curiosity and might be a bit dull.
• Magazine articles and blog posts use attention-getting, teaser-type heads to attract readers and convince them to read the entire story.
• Product descriptions and advertisements use catchy headlines that are provocative and imply a promised benefit. These headings must grab the reader’s attention and compel them to read the copy because the advertising investment goes to waste if they don’t.

Tips for writing descriptive titles that stop an audience in its tracks

How do you get off to a good start and lead readers down this engaging path? Here are five tips that will help you convince your audience to read your blog posts and click the search results when they find your content.

Use these tips to write descriptive titles that summarize your content. They’ll help you describe the item you’re selling, appeal to your audience’s curiosity, and provide the answers that convince them to follow you.

Start with an outline and work according to your plan

Great titles start with a great plan. To keep readers on your pages, be generous with well-written titles that are presented in a logical order.

You’ll develop this step-by-step flow by beginning with an outline. An outline develops titles that make sense to readers and helps readers understand the document’s message.

Here are more reasons to write with an outline:

• To maintain writing focus and deter writer’s block.
• To develop a natural flow from one idea to the next.
• To present your audience with information that is organized and logical.
• To increase the reader’s ability to use the content.

When your outline is finished, start writing and work according to your plan. Use the main points from your framework as working titles for the document.

Describe the content or product so that it’s easy to scan

Most people need only a few seconds to scan the search results or the lengthy list of products before deciding whether to visit a web post or click through to learn more about your service or product. They skim the material to find clues that help them decide if the information or product is what they want.

For example: Compare “10 tips for better writing” with “Transform your writing with these 10 essential tips.” Which title would entice you to read the rest of the article?

You’ll attract more people to your content when you’re generous with well-written titles. Get their attention with a title that describes the content’s purpose or benefit. Titles should summarize the content. You’ll reach the largest number of people when you keep titles honest, concise, and engaging.

When you think you have an attention-getting title, polish your work. Ask yourself if there’s a more effective way to write each title to describe the content and appeal to your audience.

Be honest and state your message clearly

Always be honest with your readers when writing titles. Deliver a clear and compelling message that tells readers exactly what they’ll find in the document. When titles are unclear, readers may ignore your message. If titles are misleading, you may attract the wrong audience.

Titles that are clear and honest answer these questions for the reader:

• What is the material about?
• What will I gain from reading it?
• How can I use the information?

Be concise while still making your point

Showing readers what they’ll find in your book or article can be challenging. It’s more challenging to make titles short and keep your meaning. Here are some reasons why:

• One- and two-word titles can be ambiguous or misleading.
• Short titles don’t always tell readers what to expect.
  Long titles are difficult to skim.
  Long titles give the impression that the content is long and complicated.

For example: Compare “How to improve your writing” with “Elevate your writing skills in 5 easy steps.” Both titles are short, but the second one makes the task seem manageable and not a challenge.

The trick is to use enough words to be meaningful while avoiding wordiness. When titles must be limited to a few words, use subtitles to add meaning.

Be interesting by choosing your words carefully

Choose your words and phrases carefully to capture interest and convince people to keep reading. Choose words and phrases that answer their questions. Use words that describe the benefits gained from the information or that explain how to use the product.

Use words your audience understands. A good online dictionary is handy when you need help finding the right words. These valuable resources improve vocabulary and offer other skill-building grammar tools.

Don’t stop at crafting honest, concise, and exciting headings. Strive for titles that are accurate.

Use strong verbs in your titles

Think of a title as a mini-trailer for your content. It must be vibrant and full of action to hook readers before they reach the first paragraph. Strong verbs are the action words that convey this movement, energy, and decisiveness.

Strong verbs provide information about what is happening or what will be discussed. This movement, or progression, helps readers understand the focus of the content. Strong verbs build anticipation by suggesting a trajectory.

For example: “Enjoy the Sun and Surf For Your Next Vacation” is more engaging than “Best Beach Vacations.” The reader can envision hanging out at the beach and splashing in the waves.

Strong verbs are also more energetic and engaging than their weaker counterparts. They evoke emotions, build excitement, spark curiosity, or create urgency. This energy encourages readers to delve into the content.

For example: “Conquer Your Clutter Today” sounds more compelling and immediate than “Strategies for Organization.”

Strong verbs paint vivid pictures in the reader’s mind, making the content more memorable. This imagery is effective in storytelling, persuasive writing, and content that aims to create an emotional response. Verbs shape the reader’s understanding of the content.

For example: “Boost Your Freelance Writing Business” creates a more powerful image than “Tips for Freelance Writers.”

Tips for writing engaging titles that boost engagement

Here are additional tips for creating more descriptive and engaging titles and headings that capture your audience’s attention and convey the value of your content.

Use numbers and lists

Numbers in titles attract attention because they promise specific information and suggest a clear structure.

For example:

• 7 Proven Strategies to Enhance Your Technical Writing
• 10 Key Tips for Crafting Engaging Nonfiction Titles

Incorporate keywords

Including relevant keywords in your titles helps with SEO and ensures your content reaches the right audience.

For example:

• Effective SEO Techniques for Nonfiction Writers
• Technical Writing: Essential Skills for Engineers

Ask questions

Questions can pique curiosity and invite readers to find answers in your content.

For example:

• Are You Making These Common Nonfiction Writing Mistakes?
• What Makes a Technical Document Stand Out?

Use adjectives

Adjectives can add flavor to your titles, making them more appealing and descriptive.

For example:

• Comprehensive Guide to Effective Technical Writing
• Essential Tips for Creating Captivating Nonfiction Content

Promise a benefit or solution

Highlighting the benefit or solution your content provides can draw readers in.

For example:

• Boost Your Writing Efficiency with These Expert Tips
• Unlock the Secrets to Engaging Nonfiction Writing

Create a sense of urgency

Encouraging readers to act now can make your titles more compelling.

For example:

• Improve Your Writing Skills Today with These Simple Techniques
• Don’t Miss Out on These Top Technical Writing Tips

Use actionable language

Actionable language implies that the reader will gain something practical and useful from your content.

For example:

• Learn How to Write Compelling Nonfiction in 5 Easy Steps
• Transform Your Technical Writing with These Practical Tips

Be specific

Specific titles tell readers exactly what to expect, making them more likely to click.

For example:

• Step-by-Step Guide to Writing Effective User Manuals
• How to Write Engaging Nonfiction Stories for Beginners

Leverage trends and current events

Tying your title to current events or trends can increase its relevance and appeal.

For example:

• Adapting Your Nonfiction Writing for the Digital Age
• Latest Trends in Technical Writing You Need to Know

Highlight unique selling points

Emphasize what makes your content unique or different from others.

For example:

• Innovative Techniques for Nonfiction Writers
• Advanced Tips for Technical Writers: Beyond the Basics

Proofread before you press publish

When you think you’re finished writing, take a critical look at your titles. What would you expect if the titles were all you saw? Do you get enough clues about the subject? Ask yourself if there’s a more effective way to write each title to describe the content and appeal to your audience.

And is every word spelled correctly? Always proofread your work, even when an editor will be reviewing your writing. Then, ask a friend to proofread your writing. Ask them to point out misspelled words and awkward grammar. Ask them questions about what they read. Keep asking questions until you see your writing from a reader’s perspective.

If you don’t have a friend who’ll help proofread, find an online grammar checker to help you do the job. I use Grammarly. A free subscription is all you need to spell every word correctly and fix your basic grammar errors.

Titles shape a reader’s first impression of your writing

You know the purpose and content of your posts and product descriptions, but your readers don’t. The title, headings, and other upfront text are your first and best chance to attract your readers’ attention. Make these titles informative and appealing.

After you’ve created those awesome and attention-getting titles, format your titles so that they stand out on the page and make an impact. It’s as easy as using a large font and setting the title apart with plenty of open space.