A Guide to Writing your Web Content – Part One: Headlines

When writing content for your website it is important to consider what you write and the way you write it in order to optimise text to not only obtain the best possible search engine ranking but to ensure your intended readership actually read it.

In our new blog series ‘A Guide to Writing your Web Content’ we provide a breakdown of how to optimise different aspects of your web copy in order to help you achieve better search rankings.

This blog focuses on the considerations you must make when writing headlines for your web pages, blogs and other online content.

Key Considerations when Writing a Headline:

Target Audience:

It’s important to write a headline with your target audience in mind. First and foremost a headline must identify with your intended audience’s interests and needs, sparking a desire to read on. A headline that offers to impart knowledge and educate or entertain can leave readers with a feeling of ‘getting something for nothing’, free advice that can help further their lives or business.


Through your headline it’s important to make the intention of your content clear and subsequently the objective of your business. Giving your audience an idea of what they should expect to get from reading your copy or engaging with your business upfront will encourage them to continue reading and exploring your site. Search engines will have a better idea of what your copy is all about and this will increase your chances of getting ranked appropriately.


Avoid including industry specific, technical terms. If a reader is unable to understand what your headline is about it’s unlikely they will continue to read. Keep it simple and remember, ‘write for your readers, optimise for robots.’


On another note, in order for search engines to rank your article, include keywords relevant to your business. While this might suggest we are contradicting the point made above regarding business jargon, the two actually go hand in hand as your keywords should be words or phrases that your readers are likely to enter into search engines in order to obtain results.

Internet Marketing High Wycombe

Next time in our ‘A Guide to Writing your Web Content’ series, we will look at writing an
introduction that grips the attention of your readers and encourages them to read on, and drives traffic to other areas of your site. For more web design and internet marketing news from Web Design High Wycombe, follow us on Facebook and Twitter.