Last Updated:

How to Write a Supernatural Title in 3 Steps

Even if you wrote the best post in the world, no one will read it without a tempting headline.

Why do you need an enticing headline? Because you're fighting for a click. And that's the job of the title.

In this article, you'll learn how to write a compelling headline that attracts clicks without violating the copywriter's ethics.

What is a headline?

The title is the name of the article.

A good title serves three functions:

  • Attracts the reader's attention.
  • Arouses the reader's curiosity and encourages him to click on the title.
  • Accurately describes the content.

If you can combine all three functions in one header, success is guaranteed!

Why are headlines so important?

A good headline leads people to your article. In fact, your headline in most cases will be the only factor why people read your article.

Headlines compete for attention in different ways, it all depends on where you use them.

In social networks

The news feed in the social network is an endless scroll of news mixed with advertising. People on social media barely read the headlines, are scattered, and rely on clip thinking. Against you are the best copywriting specialists, because they solve the same tasks as you, often at a professional level. Your headline is forced to beat these qualified competitors.


On average, an office worker receives 121 emails per day. Even if only 10% of them link to interesting articles, most people won't read 12 posts a day. They will choose a few of the most interesting headlines and limit themselves to them.

In Google-Yandex

The average site gets almost 2/3 of its traffic from Google and Yandex. A good title will increase the likelihood that people will click on your page rather than the rest of the links.

How to Write a Title in 3 Steps

Writing a headline isn't that hard. Use a simple three-step system to do this. To concentrate on the main thing, remember:

  • You should write titles for search engines as, as mentioned earlier, most of your traffic comes from search.
  • It's better to write the headline BEFORE you start writing the article itself. But this is not a dogma and if you are used to doing the opposite – please!
  • Avoid clickbait, be mindful of ethics. If your article isn't about what the headline says, if it doesn't answer the title questions, it's clickbait. The behavioral factors of disappointed readers will quickly sink the article in search, and your site will get a small minus in karma.

Now let's write this headline! As promised at the beginning: in 3 steps.

First step: Choose a format

Let's say you write a post about the best protein powders. Any of these header formats will do:

  • A list of the top 10 protein powders for muscle building in 2021.
  • How to: Choose the Best Protein Powder.
  • Tutorial: Choosing the best protein powder in 6 steps.
  • Expert Opinion: Is There Really A Better Protein Powder? Science says no.
  • Overview: The industry standard for Optimum Nutrition: the best protein powder.
  • Comparison: Optimum Nutrition vs MyProtein – Which Protein Powder Is Better?

But remember, since the main source for you is Yandex and Google, you should not use the title that you think is most suitable. You have to choose the title that people are really looking for. So you have more chances for high positions in the search results.

How can this be achieved?

Look at the SERPs for your target query on Google. You will see that in the top for the query about the "best protein powder" are lists.

Google Search

Keep in mind that the most appropriate type of headline depends on your topic. The title of the list is best for a post about the best protein powders, but that doesn't mean the listings are suitable for everything. Check your theme on Google.

Step Two: Add an Angle

Now that you have decided on the format of the title, you need to choose an angle.

Using the same articles from the previous step, look for distinctive words. For example, when looking at lists, most articles begin with the words "Best protein powders for..."

This "for" is followed by an angle. In the case of the "best protein powder," the dominant angle is gender. That is, "for men" or "for women".

There are other options, for example:

  • «for healthy eating»
  • «for any diet"
  • «for you»

When choosing an angle, you must balance what search engines want with what you can write interestingly about. If you are an expert and know that one angle makes more sense than the other, you should choose the right angle.

If there is no single correct angle, focus on the clear advantage of your product or service. Or just on something that hasn't yet been the angle of others.

For example:

  • "for weight loss"
  • "to build muscle mass"
  • "for mass gain"

Now you have the main parts of the title, that is, the format and angle. There is a mere trifle left:

Step Three: Make the Headline Human

To strike readers in the heart, you need to make the headline human.

If you're human, it will be easy. Use images of speech that you would use when recommending an article to your friend.

So instead of "Top 10 Protein Powders for Weight Loss," you may have:

  • "10 Best Protein Powders for Easy Weight Loss"
  • "10 Best Protein Powders That Will Make You Slim"
  • "10 Best Protein Powders for Weight Loss"

To simplify this process, use the language of your readers. Every industry has slang in which "knowledgeable" people talk about their favorite topic. If you have free time, read as many articles on your topic as possible.

You can browse social networks on your topic. Reddit, Twitter, and LinkedIn are great places to find niche phrases and community-specific language.

Using this information, you can put together this headline: "17 protein powders that will help balance macronutrients" or "14 protein powders that cook the fastest."

Conclusion 4 Tips for Writing Headlines

For the "basic" step-by-step process of writing a winning title, it is enough to choose a winning format, angle and "make it human".

However, after years of writing headlines, we have four tips for you.

1. Add specifics

The more specific your headline, the easier it is to read. The easier it is to read, the more people will like it. The more people like it, the more views you have.

For example, instead of "Protein Powders for Weight Gain," try "15 Delicious Protein Powders That Will Help You Gain Half a Kilo of Muscle a Week."

2. Cause surprise and delight

If your goal is to drive traffic from sources other than organic search, such as social media, matching search queries isn't that important. You can make a greater impression with an interesting unusual headline so that people pay attention and click on it.

There is no 100% formula for this; it's based on knowing their audience, the language they use, and what might resonate with them.

3. Tease people

Address your post to everyone except those you really want to interest, such as "Everyone does this except you!" but make sure you confirm your claim in the article, rather than using clickbait bait.

4. Experiment with header options

When you publish your article on social media, you can test different headlines. Use the main theme options to see if a particular title is getting more clicks, likes, comments, and shares.