3 Simple Secrets to Writing Killer Headlines: Part 2 of 3

We read websites differently than the way we read books. A recent study has shown that, on average, 8 out of 10 people will read the headlines on your dental website, but only 2 out of 10 will actually go on to read the content.

Your only way to encourage those extra people to actually read your content is to craft an attention grabbing headline; a headline that makes your new patients genuinely want to know more (video is a killer way too, but that’s the topic of another blog (-: ).

Here’s 3 simple secrets to crafting a killer headline:

1. Keep it Short

Some long headings can work effectively, but overall short and snappy headlines tend to be the most effective. This is particularly true for the main headline on a web page; you should aim for less than ten words to capture the attention of a new patient. Remember that you can always incorporate slightly longer sub-headings should you need to pass more information on to your patients!

2. Keep it Informative

This might sound like a contradiction to the first point. How can a ten word headline be informative? Consider these examples:

  • Want to Chew The Foods You Love Again?
  • The Secret of Invisalign
  • Get Rid of Your Crooked Teeth Once and For All!
  • Have a Smile You Can Be Proud Of
  • Embarrassed About Your Smile?
  • These headlines are all short and sweet, but they clearly inform the reader about what to expect and why to keep reading. Look at your own website now… would a potential patient know what your page was about just from a quick glance at the headline?

    Keep in mind, you can make your headline as catchy as you want but if it isn’t actually relevant to the content that comes after it, you are sure to lose those leads that could have turned into phone calls. Misleading your visitors in your headline is lying. There is no way to escape that fact, so make it informative and make it honest.

    3. Make it Appeal

    Finally and most importantly, you must make your headlines appeal to your target audience. How do you do this? By making sure that your new patients are the focus of your titles! What do I mean by this? Simply take the focus of yourself and turn it to your patients.

    Instead of: We Are the Best Dentist in the Area

    Use this: How We Can Give You the Smile of Your Dreams

    Words such as ‘You’ and ‘Yours’ are incredibly powerful when it comes to creating a great headline. By making a potential patient aware that the content below the title is all about them, they will be far more likely to read on, generating you brand new leads and brand new patients!

    Looking for help writing content and headlines for your practice? We’d love to help, contact us today!

    Check back in a few days for the final segment of this 3 part content creation series.



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    Posted under Web Marketing, Web Site Design on September 18th, 2011 |

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    About the author
    Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.