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- New in My Practice | Cosmeceuticals: ISDIN’s Melatonik Serum
- New in My Practice | Devices: QuantifiCare’s LifeViz Body System
- Beauty Counter MD
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- Women in Aesthetics: Mary Fisher
- In Focus: Think Different
- Improve Collections, Improve Your Bottom Line
- Thrive in the Face of Competition
- Set Your Practice Apart: The Power of Specialization
- A Recipe for Success
- “I Have a Lot of Friends I Could Send You,” and Other Lies Patients Tell
- Making a Difference: How Aesthetic Physicians Can Act Locally to Help Others
- Cosmetic Injectables Update: More Developments in Neurotoxins
- Business Advisor: Beat the Clock: Improve Patient Wait Times
- Aesthetic Marketing Management: Your Guide to Attention-Grabbing Headlines
- Financial Planner: Three Mistakes to Avoid When Choosing Your Advisors
- Three Ways: Building a Brand: What are the Most important components?
- Virtual Voice: RealSelf Survey: 36 Percent of US Adults are Considering Cosmetic Treatments
- Coming & Going
Aesthetic Marketing Management: Your Guide to Attention-Grabbing Headlines
Here are six steps to creating clickable headlines.
By: Naren Arulrajah
Headlines and titles that don’t gain clicks mean your content may be passed over. These six tips will help you develop titles and headlines guaranteed to drive engagement and generate clicks and conversion.
1. Avoid these words
Readers can easily identify headlines that are written for SEO or just to generate curiosity. Keywords earlier perceived as traffic drivers have been so over-used that readers are instantly turned off.
Outbrain and Hubspot assessed more than 3.3 million paid headlines. These are headlines of paid content that is being promoted or advertised. Findings revealed that many categories of terminology do not perform well in titles. These include:
- Positive superlatives, such as “best” or “always.”
- Words implying urgency, such as “now.”
- Words indicating a shortcut, such as “easy,” “trick,” and “simple.”
- Instructional words, such as “how to” and “why.”
- Spammy words, such as “cure,” “credit,” “magic,” and “free.”
2. Make sure it fits
Ensure that the titles concisely convey what you are providing via your content. Titles that include content descriptions in brackets, such as [infographic], [blog], [interview], [guest column], [video], [slideshow], [white paper], are likely to generate a higher click-through rate in comparison to titles without such clarifications.
3. Keep it brief
The correct length of the headline depends on your goals. Are you trying to garner social shares? In that case, keep the title length to 280 characters or fewer so it is tweetable. Do you want to rank higher in search results? If yes, keep the headline below 65 characters to ensure that search engines do not truncate it in search results.
4. Front load your headers
Eye-tracking research conducted by The Nielsen Norman Group found that readers are most attentive to the first few words when viewing link titles.
Headlines such as “New Times Call for New Decisions” have almost no information to indicate what the accompanying story may be about. Instead, treat headlines as microcontent that is informative and precise.
6. Cast an appropriate net
It is always important to target your audience. However, headlines that try to win more readers even if the actual content is only for a well-defined demographic can turn readers off. A case-in-point is a title like “Nine Chemicals That May Be in Your Food.” While it seems like an attempt to engage a large number of readers, it in fact has an adverse impact if the content actually talks only about foods a woman should eat during pregnancy. In such a case, a title such as, “Nine Chemicals in Food for Pregnant Women to Avoid,” offers clarity to the targeted audience without attempting to reach out to more people with an ambiguous or misleading headline.
Staying true to your audience begins with an authentic headline that accurately sums up what the content is all about.
• Naren Arulrajah is President and CEO of Ekwa Marketing, a complete internet marketing company that focuses on SEO, social media, marketing education, and the online reputations of dermatologists and plastic surgeons. With a team of 180+ full time marketers, www.ekwa.com helps doctors who know where they want to go, get there by dominating their market and growing their business significantly year after year. If you have questions about marketing your practice online, call 855-598-3320 to speak one-on-one with Naren.