Remember your first blind date? You probably spent quite a bit of time in front of your mirror making sure you looked your absolute best. Chances are you tried on several outfits before you made a final fashion decision and possibly solicited input from your peers. Why did you do that? Because first impressions matter.

While first impressions are important in all aspects of life, they are critical on the web. Visitors to your site decide within a matter of seconds whether they will stay or go. Studies show that eight out of ten people will read the headline but only two out of 10 will stick around to read about what you have to offer.

This tells us that compelling headlines can vastly improve the odds of having your visitors linger long enough to read your message. We live in a society that demands (and usually gets) instant gratification. A vibrant headline captures the visitor’s attention, excites them and arouses their curiosity to the point that leaving your site is not a viable option.

The simple truth is that your headlines are your first, and perhaps only, impression you make on prospective reader. Without a headline that turns your browser into a reader, the rest of your copy will never even be seen. So how do you go about writing those attention grabbing headlines that propel you toward success?

While there are many different schools of thought most marketers agree that a headline should cater to:

• Human goals: The drive to make money and be a success
• Human desires: The quest for lust, greed and comfort
• Human teasers: Curiosity or controversy

You can create a compelling headline by asking a provocative question or making seemingly outrageous statements. Word play, alliteration, take offs on familiar phrases or clichés can produce some attention grabbing headlines.

Bear in mind that a mental picture is worth a thousand words. If your headline paints a picture in the mind of the reader they will probably stay with you.  Vivid mental imagery is a powerful magnet and they will be enticed to keep reading.

The best headlines:

• Are easily understood by a broad audience: Don’t try to impress your audience with your extensive vocabulary in a headline. Speak in plain language and use familiar terms and phrases.

• Are very specific in nature: Who, specifically, is your potential customer? Is this the type of headline that will draw them in?

• Are written in the active voice: Your words need to snap, crackle and pop. It’s hard to make them do that in the passive voice.

• Are newsworthy: Some of the most powerful headlines have a relevant news angle tied to them, which gives them a sense of credibility and urgency that appeals to readers.

Keep in mind that headlines aren’t meant to tell a whole story – they are meant to sell. The best ones sell the reader on the idea that it is worth their time and effort to keep reading. Don’t make the mistake of using so much verbiage that your action verbs get lost in the shuffle. In most cases, headlines should contain no more than eight words. Quality over quantity rules the day.

Your web hosting provider is a good source of information about headline writing.

Your web hosting provider has conducted extensive research on what works and what doesn’t. You can benefit from their years of experience. If you still don’t feel comfortable writing your own headlines, they can help you or hook you up with a freelance writer who specializes in headlines that propel visitors to action.

Since you have only a handful of seconds to lure your customer, draw them in with a benefit. Once your visitor thinks “yes, that’s what I’m looking for” they will stay a bit longer and allow you to explain what you offer. Your headline lures them in and vibrant, well-written copy keeps them there.