How to write Headlines, Sub Headlines and CTA’s that convert


One of the most important things that brings conversions to any given website is Headline, Sub Headlines and Call To Actions. Though many marketers won’t pay attention to the same. So today i wanted to share some classic things about the same!


According to Copyblogger, 80% of your visitors will read your headline, and the remaining 20% will go on to finish the article. This is reason enough to tweak your headline to make it good enough for your readers and engage them beyond a click. Headlines are everywhere, whether that’s a title in your videos, whether that is call-to-action that you are using at the end of your videos to send people to your website or even your email subject line, they are used everywhere. If you can learn how to create these powerful headlines, then you’ll be better off to continue to move your prospects or visitors to that next stage and guide them along the process.
It is advisable to maintain the human element because potential customers want to know that you had been in their shoes once, going through the same pain and this is the solution that you have to offer.
There are a few common elements of viral headlines:

Elements of Headlines

Take for example, this headline.

This particular headline received well over 650000 shares and nearly 2.3m views.
Why? If you carefully analyze, this headline carries all the five elements common to viral posts.
Another noticeable aspect of the most shared headlines is that they are ‘trigrams’ – contains three word phrases. Following is a list of trigrams that have average Twitter share in three digits:

In a study, the use of superlative words were tested. These four superlative words had the most impact:

A viral headline structure is also responsible for the number of clicks that it gets.

This is an example for superlative words that are most effective and the corresponding social media associated with it. The analysis clearly shows that ‘Pictures’ seem to work well on Facebook and not on other sites.
By contrast, ‘Facts’ and ‘Tips’ appear to perform better on Twitter. So, the content type should be taken care of that resonates with your topic and on the networks that it is getting tagged in.
Topics you choose matter.
There are topics that resonate permanently and are shared on an almost constant basis. A select few examples are as follows:

The importance of trending topics lies in the ability to use them in attractive headlines in order to leverage interest on various networks.
Promises, Stories and Secrets – The above mentioned points are ineffective unless there is something compelling that makes the user click on it. A creative variation of promise element or revealing of a secret or some story makes people hooked up to it and leaves them wanting to know what’s inside it.
Now, when you have known all of this, you are well equipped to create a headline that converts. Take a look at this example:

This way, you can make your headlines attractive and simultaneously the conversion rate also increases.


You have to approach writings of subheadings with a purpose and a strategy. Subheadings are different that headlines. It should be concise and easy to understand. There are three things that are to be kept in mind while writing a sub headline:
  • Explanation – If the product or service needs explanation, do it in sub headline.
  • Taking about benefits – When the sub headlines are focused on satisfying the WIIFM (What’s in it for me) factor or anyone, the headline is bound to be clicked. By letting people know, how a product can help them in their life or solve any of their existing problem, it can increase the page’s conversion rate multiple fold.
  • Encourage Action – A compelling headline is known for encouraging action and making them click the call to action button.
Focusing on these points can make your subheadings attractive:
  • Choose the right length
  • Cover the right amount of information
  • A right amount of persuasiveness should be made.
You can use this list to refer while forming headlines. Few examples of excellent sub headlines are shown in the images below.



The sub headline should relate to your headline. Make a few headlines and sub headline pairs and see which one looks compelling, then finalize on it.


This is the most important part of the process as a call-to-action has the power to close the deal. The right combination of heading and subheading brings the reader to a state of logical action on what he/she knows. If the call-to-action is missing, the reader is left with ‘What now?’ So make the reader respond.
The most important element of CTA is that you need to understand your target audience. You should know what makes them open to you.
This is the ‘I’ll do it’ phase after they have read the headline and sub headline in the first place. Here are a few tips to make your CTA irresistible:
  • Keep it short and clear – Just include the basics. This is no place to show your fantastic vocabulary.
  • Use urgency – Ever noted how e-commerce sites write ‘Only 2 left in stock’ below any product? This is what compels one to make a purchase.
  • Make it stand out – Notice the usage of the green box in the image below. People won’t have to find out where your CTA is placed. Make it obvious.
  • Create a single/multiple CTA as per your need– There is a reason why most successful websites prefer a single call-to-action and others have multiple. It totally depends on the nature of what you have to offer

People can click on the green box and discover for themselves what it has to offer. Make it so obvious that once it is clicked and opened, the user knows what exactly they are supposed to do.
Having known and implemented these tips, you are set to rock in the digital world. Let me know your thoughts if you have any unique tip to share.
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