Why your headline isn’t working: 5 pitfalls to avoid

Weak headlines tend to be characterised by five key features. Once you can spot them, fixing your headline becomes much easier. 

1. Broad framing that hides the point 

A headline built around a sweeping theme offers no guidance. “The future of science” could relate to funding, technology or governance. Readers cannot tell what the piece delivers. 

Name the specific idea. When the headline carries a defined angle, audiences knows why to stop and start reading. 

2. Insider language with no external meaning 

Project names, references to internal teams and shorthand titles work only for people inside the organisation. “A new approach from the XYZ Lab Team” tells others nothing about purpose. 

Lead with the effect of the work — the outcome, finding or decision. The internal detail can follow in subsequent paragraphs. 

3. Phrasing that delays understanding 

Metaphors and wordplay slow the reader. If comprehension comes second, the headline has failed at its primary task. 

Use direct terms that match the content. A headline should be the clearest point in the piece, not require the most interpretation. 

4. Headlines loaded with multiple ideas 

When a headline tries to simultaneously set context, outline the methodology and signal the implications, the main point is lost. Length is not the issue, dividing readers’ attention is. 

Keep the headline to one idea. Move scope or qualifiers further down the piece where they can add structure without slowing down the start. 

5. Verbs that describe activity rather than purpose 

Soft verbs such as explores, considers or looks at  make the work sound unfocused. They describe motion, not direction. 

Choose verbs that state what the piece does: identifies, explains, tests, maps. They give the reader a clear expectation. 

Partnering for clearer communication 

Strong headlines guide the reader from the outset. If you want support reviewing or refining your content structures, email editor@coretext.com.au.