Tips+for+Writing+Web+Headlines

Some of the most important words a journalist will write for the web are the headline. A headline has always been very important for print media. It is vitally important for the web. Because headlines appear **in lists as links** rather than with the body of the story, they are the reader's first introduction to a story. If they do not sell the reader immediately, the reader is unlikely to click on the link to go to the story. Headlines must contain the **key words** that will convey //the subject// of the story and what the story is //about// (two different things - the first general and the second specific). The first rule of headline writing is that the words accurately represent what is in the story. Accuracy above all else.  Headlines are abstracted sentences -- five to 10 words at most -- that convey a complete thought. That is, they must contain a subject and a verb; better yet, a subject, verb and object.  Finally, and very importantly, a good, straightforward is what search engines such as Google like. Headlines are the key to search engine optimization (SEO), which helps to draw traffic to a web site.  **The goal: coherent information**  Headline writers need to keep this question in their minds as they begin and end the process of writing the head:  **If a reader were reading only your five to 10 words, would he or she know what the article is about?**  The answer to that question too often is no. How many headlines have you read that left you clueless. They may contain a word or two that you understand or designate a subject that you want to read about, they give you no real information.  **Guidelines**  With that question in mind, here are some guidelines.  · Headlines should be based on **the main idea of the story**. That idea should be found in the lead or introduction of the story.  · If facts are not in the story, do not use them in a headline.  · **Avoid repetition.** Don’t repeat key words in the same headline; don’t repeat the exact wording of the story in the headline.  · **Avoid ambiguity**, insinuations and double meanings.  · If a story qualifies a statement, the headline should also. Headline writers should understand a story completely before they write its headline. Otherwise, headlines such as the one below can occur.  **Council to cut taxes at tonight’s meeting**  The City Council will vote on a proposal to cut property taxes by as much as 10 percent for some residents at tonight’s meeting.  The proposal, introduced two weeks ago by council member Paul Dill and backed by Mayor Pamela Frank, would offer incentives for property owners who use their property to create jobs for area residents. . . <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;">  · **Use present tense verbs** for headlines that refer to past or present events. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · For the future tense, **use the infinitive form** of the verb (such as “to go,” “to run,” etc.) rather than the verb “will.” <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · “To be” verbs, such as “is,” “are,” “was” and “were,” should be omitted. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Alliteration, if used, should be deliberate and should not go against the general tone of the story. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · **Do not use articles** — “a,” “an” and “the.” These take up space that could be put to better use in informing the reader. In the examples below, the second headline gives readers more information than the first. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-margin-top-alt: auto; text-align: left;"> **New police patrols help make the streets safer**
 * Headline Writing for the Web **


 * New patrols help make westside streets safer**

<span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Do not use the conjunction “and.” It also uses space unnecessarily. Use a comma instead. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-margin-top-alt: auto; text-align: left;"> **Mayor and council meet on budget for next year**

<span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Avoid using unclear or little-known names, phrases and abbreviations in headlines. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Use punctuation sparingly. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · No headline may start with a verb. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Headlines should be complete sentences or should imply complete sentences. When a linking verb is used, it can be implied rather than spelled out. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Avoid headlinese — that is, words such as hit, flay, rap, hike, nix, nab, slate, etc. Use words for their precise meaning. <span style="display: block; line-height: normal; margin: 0in 0in 12pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Do not use pronouns alone and unidentified. <span style="display: block; line-height: normal; margin: 0in 0in 0pt 0.25in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list -132.0pt; text-align: left; text-indent: -0.25in;"> · Be accurate and specific. <span style="display: block; line-height: normal; margin: 0in 0in 0pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: left;"> <span style="display: block; line-height: normal; margin: 0in 0in 0pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: left;"> **The original question** <span style="display: block; line-height: normal; margin: 0in 0in 0pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: left;"> Keep reminding yourself of the original question we posed earlier: <span style="display: block; line-height: normal; margin: 0in 0in 0pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: left;"> **If a reader were reading only your five to 10 words, would he or she know what the article is about?** <span style="display: block; line-height: normal; margin: 0in 0in 0pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: left;"> Headline writing is not easy if it is done well. Some people have more facility with it than others, but anyone who is determined to be a journalist can lean to write a good headline.
 * Mayor, council agree to cuts on new budget**