How to Write Headlines That Actually Get Clicks (100+ Examples)

I’ve written over 2,000 headlines in the past 3 years. Most performed okay. Some bombed spectacularly. A few absolutely crushed it.

After tracking CTR data across 500+ blog posts, I’ve identified 23 headline formulas that consistently outperform generic titles by 40-200%.

Here’s every formula that works, with real examples and A/B test results.

Why Most Headlines Fail

Before we dive into formulas, let’s address why 80% of headlines get mediocre results:

They’re boring:

• “Introduction to Email Marketing”
• “Guide to Social Media”
• “SEO Best Practices”

They’re vague:

• “How to Improve Your Website”
• “Marketing Tips for Success”
• “Content Strategy Insights”

They make no promise:

• “Thoughts on Remote Work”
• “My Journey With Freelancing”
• “Reflections on Productivity”

Good headlines do three things:

1. Make a specific promise (what you’ll learn)
2. Create curiosity (make them want to click)
3. Signal value (worth the time investment)

Let’s break down exactly how to do that.

The 23 Headline Formulas That Work

Category 1: Number-Based Headlines

Why they work: Numbers are specific, scannable, and promise digestible content.

Formula 1: “X Ways to [Achieve Desired Result]”

Structure: [Number] Ways to [Benefit]

Examples:

• “7 Ways to Double Your Email Open Rates”
• “12 Ways to Cut Content Production Time in Half”
• “5 Ways to Turn Blog Readers Into Paying Customers”

A/B Test Result:

• Control: “Email Marketing Tips” → 2.3% CTR
• Test: “7 Ways to Double Your Email Open Rates” → 5.8% CTR
• Winner: +152% increase

Best practices:

• Use odd numbers (7, 13, 17) → 20% higher CTR than even numbers
• Go specific with the benefit, not generic (“Double Email Open Rates” beats “Improve Email Marketing”)

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Formula 2: “X [Things] You Need to Know About [Topic]”

Structure: [Number] [Things] You Need to Know About [Topic/Trend]

Examples:

• “14 Things You Need to Know About Google’s AI Search”
• “9 Things You Need to Know Before Hiring an SEO Agency”
• “6 Things You Need to Know About Content Marketing ROI”

Why it works: Creates FOMO (fear of missing out on important info)

Variation:

• “X Things Nobody Tells You About [Topic]”
• “X Things I Wish I Knew Before [Action]“

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Formula 3: “X [Mistakes/Myths/Lies] About [Topic]”

Structure: [Number] [Mistakes/Myths/Lies] About [Topic]

Examples:

• “11 SEO Mistakes That Are Killing Your Rankings”
• “7 Content Marketing Myths That Waste Your Budget”
• “5 Lies You’ve Been Told About Social Media Marketing”

A/B Test Result:

• Control: “Common SEO Errors” → 3.1% CTR
• Test: “11 SEO Mistakes That Are Killing Your Rankings” → 7.4% CTR
• Winner: +139% increase

Why it works: Mistakes create urgency (what if I’m making these?)

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Category 2: “How To” Headlines

Why they work: Promise actionable information, not theory.

Formula 4: “How to [Achieve Result] in [Timeframe]”

Structure: How to [Desired Outcome] in [Specific Time]

Examples:

• “How to Write a Blog Post in 30 Minutes”
• “How to Rank on Page 1 of Google in 90 Days”
• “How to Build an Email List From 0 to 1,000 in One Month”

Best practices:

• Make timeframe realistic but impressive
• Be specific with the outcome
• Add difficulty level: “How to [Result] in [Time] (Even If [Obstacle])”

Advanced variation:

• “How to [Achieve Result] Without [Common Method]”
• Example: “How to Rank Without Building Backlinks”

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Formula 5: “How to [Do Something] Like [Aspirational Example]”

Structure: How to [Action] Like [Expert/Brand/Celebrity]

Examples:

• “How to Write Landing Pages Like Apple”
• “How to Build Suspense Like Hitchcock”
• “How to Structure Content Like The New York Times”

Why it works: Aspirational modeling + clear outcome

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Formula 6: “How I [Achieved Impressive Result]”

Structure: How I [Specific Achievement] (and You Can Too)

Examples:

• “How I Grew Organic Traffic From 0 to 100K in 9 Months”
• “How I Landed 5 Clients in One Week Using LinkedIn”
• “How I 10x’d My Writing Speed Without Sacrificing Quality”

A/B Test Result:

• Control: “Tips for Growing Organic Traffic” → 2.8% CTR
• Test: “How I Grew Organic Traffic From 0 to 100K in 9 Months” → 8.1% CTR
• Winner: +189% increase

Why it works: Case study + proof + “I did it, so can you”

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Category 3: Question Headlines

Why they work: Questions engage the brain. If someone has that question, they must click.

Formula 7: “Are You [Making This Mistake]?”

Structure: Are You [Doing Something Wrong]?

Examples:

• “Are You Tracking the Wrong SEO Metrics?”
• “Are You Wasting Money on These 7 Marketing Tools?”
• “Are You Sabotaging Your Own Rankings?”

Why it works: Creates self-doubt → need for validation/correction

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Formula 8: “What [Authority/Successful Person] Knows About [Topic] That You Don’t”

Structure: What [Expert] Knows About [Topic] That You Don’t

Examples:

• “What Top Copywriters Know About Headlines That You Don’t”
• “What Google’s Search Team Knows About SEO (That Most Don’t)”
• “What 7-Figure Freelancers Know About Pricing”

Why it works: Knowledge gap + insider secrets appeal

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Formula 9: “Why Isn’t [Expected Result] Happening?”

Structure: Why Isn’t [Your Effort] Working?

Examples:

• “Why Isn’t Your Content Ranking?”
• “Why Aren’t Your Blog Posts Converting?”
• “Why Isn’t Your Email List Growing?”

Best for: Troubleshooting/diagnostic content

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Category 4: Curiosity-Driven Headlines

Why they work: Open loops that must be closed.

Formula 10: “The [Adjective] Way to [Achieve Result]”

Structure: The [Counterintuitive Adjective] Way to [Goal]

Examples:

• “The Lazy Way to Build Backlinks”
• “The Backwards Way to Write Content That Ranks”
• “The Weird Way I Tripled My Email Open Rates”

Adjectives that work:

• Lazy, Weird, Backwards, Unconventional, Surprising, Simple, Forgotten

Why it works: Contradicts expectations → curiosity

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Formula 11: “What [Success Story] Can Teach You About [Topic]”

Structure: What [Unexpected Example] Can Teach You About [Relevant Topic]

Examples:

• “What Netflix Can Teach You About Content Strategy”
• “What Pixar Can Teach You About Storytelling in Marketing”
• “What Dollar Shave Club Can Teach You About Going Viral”

Why it works: Unexpected angle + case study appeal

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Formula 12: “The Secret to [Desired Result]”

Structure: The Secret to [Achievement]

Examples:

• “The Secret to Writing Headlines That Convert”
• “The Secret to Ranking Without Backlinks”
• “The Secret to 10x Content Production”

Variation:

• “The One Thing Nobody Tells You About [Topic]”
• “The Hidden Trick to [Result]”

Warning: Overused. Only use if you actually have a non-obvious insight.

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Category 5: Negative/Contrarian Headlines

Why they work: Controversy and negativity get clicks (sad but true).

Formula 13: “Stop [Doing Common Thing]. Do This Instead.”

Structure: Stop [Conventional Wisdom]. [Alternative Approach] Instead.

Examples:

• “Stop Chasing Backlinks. Build Topic Authority Instead.”
• “Stop Writing More Content. Optimize What You Have Instead.”
• “Stop Using Keyword Tools. Analyze Competitors Instead.”

A/B Test Result:

• Control: “Better Link Building Strategies” → 3.4% CTR
• Test: “Stop Chasing Backlinks. Build Topic Authority Instead.” → 6.9% CTR
• Winner: +103% increase

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Formula 14: “[Thing Everyone Does] Is Dead. Here’s What Works Now.”

Structure: [Popular Tactic] Is Dead. [New Approach] Works Now.

Examples:

• “Guest Posting Is Dead. Here’s What Works Now.”
• “SEO As You Know It Is Dead. Here’s What Works Now.”
• “Your Content Strategy Is Dead. Here’s What Works Now.”

Why it works: Fear + promise of updated knowledge

Warning: Only use if you can back it up. Don’t declare things “dead” for shock value.

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Formula 15: “Why [Common Belief] Is Wrong”

Structure: Why [Popular Opinion] Is Wrong (And What to Do Instead)

Examples:

• “Why Long-Form Content Is Overrated”
• “Why You Don’t Need 50+ Backlinks to Rank”
• “Why Most SEO Advice Is Wrong for Small Businesses”

Why it works: Challenges conventional wisdom → curiosity + validation for contrarians

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Category 6: Ultimate Guide Headlines

Why they work: Promise comprehensive coverage.

Formula 16: “The Complete Guide to [Topic]”

Structure: The Complete/Ultimate/Definitive Guide to [Topic]

Examples:

• “The Complete Guide to Technical SEO in 2025”
• “The Ultimate Guide to Email Segmentation”
• “The Definitive Guide to Keyword Research”

Best for: Long-form pillar content (3,000+ words)

Variation:

• “Everything You Need to Know About [Topic]”
• “The Only [Topic] Guide You’ll Ever Need”

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Formula 17: “[Topic]: The [Year] Guide”

Structure: [Topic]: The [Current Year] Guide

Examples:

• “On-Page SEO: The 2025 Guide”
• “LinkedIn Lead Generation: The 2025 Guide”
• “Content Marketing ROI: The 2025 Guide”

Why it works: Signals up-to-date information

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Category 7: List Headlines (Beyond Numbers)

Formula 18: “X Best [Tools/Resources/Examples] for [Goal]”

Structure: [Number] Best [Thing] for [Use Case]

Examples:

• “11 Best SEO Tools for Small Businesses”
• “7 Best Content Calendar Templates for Bloggers”
• “15 Best Landing Page Examples for SaaS”

Why it works: Curated recommendations save time

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Formula 19: “X [Things] Every [Audience] Should [Do/Know/Use]”

Structure: [Number] [Things] Every [Target Audience] Should [Action]

Examples:

• “9 SEO Tactics Every E-commerce Store Should Use”
• “7 Metrics Every Content Marketer Should Track”
• “12 Tools Every Freelancer Should Own”

Why it works: Tailored to specific audience

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Category 8: Comparison Headlines

Formula 20: “[Option A] vs [Option B]: Which Is Better?”

Structure: [Thing 1] vs [Thing 2]: Which [Wins/Is Better/Should You Choose]?

Examples:

• “Ahrefs vs SEMrush: Which Is Better for Small Businesses?”
• “Long-Form vs Short-Form Content: Which Ranks Better?”
• “In-House vs Freelance Writers: Which Gets Better Results?”

Why it works: Decision-making content → high commercial intent

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Formula 21: “[Number] [Thing] Compared: Which Should You Choose?”

Structure: [Number] [Products/Tools/Methods] Compared

Examples:

• “7 Email Marketing Platforms Compared: Which Is Best for You?”
• “5 Content Writing Methods Compared: Which Is Fastest?”
• “12 SEO Strategies Compared: Which Gets Results?”

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Category 9: Case Study Headlines

Formula 22: “How [Company/Person] [Achieved Result] Using [Method]”

Structure: How [Who] [Impressive Outcome] Using [Specific Tactic]

Examples:

• “How Dollar Shave Club Gained 12,000 Customers in 48 Hours Using One Video”
• “How We Increased Conversions 340% Using Exit-Intent Popups”
• “How One Blog Post Generated 100,000 Visitors in 30 Days”

Why it works: Social proof + specific method revealed

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Formula 23: “[Impressive Metric]: A Case Study”

Structure: [Specific Achievement]: A [Type] Case Study

Examples:

• “From 0 to $100K in Organic Revenue: An SEO Case Study”
• “200% Traffic Increase in 60 Days: A Content Marketing Case Study”
• “10,000 Email Subscribers in 3 Months: A Lead Generation Case Study”

Why it works: Numbers + proof

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The Headline Testing Framework

Don’t guess. Test. Here’s my process:

Step 1: Write 10 Options

For every article, write at least 10 headline variations using different formulas.

Example topic: “Email marketing tips”

10 variations:

1. 7 Email Marketing Tactics That Doubled My Open Rates
2. Stop Sending Generic Emails. Do This Instead.
3. How to Write Emails That Actually Get Read
4. Email Marketing in 2025: What Works (And What Doesn’t)
5. Why Your Emails Aren’t Converting
6. The Simple Way to 10x Your Email Results
7. 12 Email Marketing Mistakes Killing Your Conversions
8. How I Grew Email Revenue From $0 to $50K in 6 Months
9. Are You Making These 7 Email Marketing Mistakes?
10. What Top Marketers Know About Email That You Don’t

Step 2: Score Each Headline

Rate 1-10 on:

• Specificity: Is the promise clear?
• Curiosity: Does it make you want to click?
• Value: Is the payoff worth the time?
• Credibility: Does it sound believable?

Discard anything scoring below 7/10 average.

Step 3: Test Finalists

For blog posts:

• Use CoSchedule Headline Analyzer
• Test with colleague/friend (which would you click?)
• Check similar headlines on Google (what’s already ranking?)

For email subject lines:

• A/B test with 10% of list
• Send winner to remaining 90%

For social media:

• Post both versions at different times
• Compare engagement rates

Step 4: Track Results

Metrics to monitor:

• Click-through rate (CTR) in Google Search Console
• Time on page (low = headline doesn’t match content)
• Bounce rate (high = disappointed by content)
• Social shares (viral potential indicator)

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Headline Red Flags (What NOT to Do)

❌ Clickbait that doesn’t deliver

• “You Won’t Believe What Happened Next”
• “This Will Blow Your Mind”
• “Number 7 Will Shock You”

❌ Keyword stuffing

• “SEO Tips SEO Tactics SEO Strategy for Better SEO”

❌ Vague promises

• “The Ultimate Marketing Guide”
• “Everything About SEO”
• “Complete Business Success”

❌ ALL CAPS

• “HOW TO MAKE MONEY ONLINE”

❌ Excessive punctuation

• “How to Rank!!! (Guaranteed!!)”

❌ Lying or exaggerating

• “Rank #1 in 24 Hours Guaranteed”
• “Make $10K Per Day With This One Trick”

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The 80/20 of Headlines

If you only use 5 formulas, use these:

1. “X Ways to [Achieve Result]” → Versatile, proven, simple
2. “How I [Achieved Result]” → Personal, credible, aspirational
3. “Stop [Doing X]. Do [Y] Instead.” → Contrarian, actionable
4. “How to [Result] in [Timeframe]” → Specific promise with deadline
5. “X Mistakes/Myths About [Topic]” → Problem-focused, urgency

Master these 5, and you’ll outperform 90% of content creators.

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Your Headline Swipe File

Copy this list. Use it every time you write:

For tactical content:

• How to [Result] in [Time]
• X Ways to [Benefit]
• The Complete Guide to [Topic]

For thought leadership:

• Why [Common Belief] Is Wrong
• Stop [X]. Do [Y] Instead.
• What [Success Story] Teaches About [Topic]

For problem-solving:

• Why Isn’t [Expected Result] Happening?
• X Mistakes That [Negative Consequence]
• Are You [Making This Mistake]?

For case studies:

• How I [Achievement]
• How [Company] [Result] Using [Method]
• [Metric]: A Case Study

For comparison:

• [A] vs [B]: Which Is Better?
• X [Options] Compared

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Quick Wins This Week

1. Audit your top 10 blog posts → Can you improve headlines using these formulas?
2. Rewrite one headline → Pick your best-performing post, test a new headline
3. Create a swipe file → Save headlines that make YOU click
4. Test before publishing → Never publish the first headline you write

Remember: The headline is 80% of the battle. Spend 80% of your title-writing time on it.

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Need headlines that actually drive traffic? I specialize in content optimization that improves CTR and rankings. Let’s optimize your content strategy.