A blog post is only as good as its title.
If your blog title is boring and disengaging, you can’t expect it will generate many leads for your advisory firm. Blogging takes time and effort, so we know you want yours to get as many clicks as possible. Writing a clever, attention-grabbing blog title can be frustrating at times, but with these 7 tips, your clicks will skyrocket!
1. Use Simple, Short, and Strong Language
Bland and uninspiring words won’t convince anyone to read your blog. Neither will a title that’s super vague. To encourage readers to keep reading, you’ll need to make use of attention-grabbing, value-laden words that capture the benefit of your blog post. To start, ask yourself what benefit your readers will get from reading the blog. Your title should wrap that up in just a few words.
While your title shouldn’t run on and on, it should be long enough to clearly articulate what you’re covering in the blog. A vague title that gives no indication of the blog’s content won’t do you any good. Every word you use in your title needs to show the value of your blog and what the reader can get if they click on it. For example, if you’re writing an article on retirement:
- Bad title: “Planning For Retirement”
- Good title: “10 Rules For Retirement Success”
2. Target Your Niche
Just like your blogs should be tailored to your niche, your titles should be, too. Since you’re trying to attract a certain kind of client, you should speak directly to them in your headline. Including your niche in your blog title is great for SEO and will also grab the attention of the leads you’re trying to reach. And continuing from our first tip, this specificity communicates even more value.
In the example below, Dorsey Wealth Management speaks directly at their niche of women by including “women” or “female” in their blog titles. This gives Dorsey Wealth Management’s blogs a better chance of being found on Google if a lead is searching for financial advice specifically for females. Nowadays, people are searching for specific services, so this will communicate your area of specialty and convince leads to take a closer look.
3. Turn It Into A Call-To-Action
Including language that encourages readers to take action increases your chances of a click. An obvious call-to-action in your title such as “Find Out” or “Learn How” prompts the reader to take action to get more information and to keep reading. It also implies that there’s more information beyond the title, which leaves readers curious to learn more.
4. Target Keywords
Adding your niche is one keyword, but there are plenty of other keywords to use in your titles to get even more SEO payoff. Keywords communicate to top search engines like Google what information is on your website, so you should be including keywords that reflect your firm and your mission in both your title and the blog post itself.
Put yourself in the shoes of your prospects. What words would they search for to find your services? Including those words will help your SEO ranking and increase your chances of making it on the first page of SERPs. If you need more help determining which keywords to use in your title, Google Search Console is a tool that’s specific to your website and shows keyword queries that are currently being used and clicked on by your visitors.
5. Include Numbers
Numbers in titles signify lists, and lists guarantee a quick, scan-friendly read. When a lead sees a number in a title, they know exactly how much information they’re getting and how much time it will take them to read. This makes people more comfortable clicking on the full article since it breaks up the text into bite-size information and makes it easy to follow.
Try to keep this tip in mind when you’re writing the actual body copy of your blogs. You should try to break your content up into lists and chunks that can be numbered later on. This also ensures a better information flow and more organization in your writing, so it’s a win-win.
6. Ask A Question
Questions are a great way to connect with a reader and get them to think about themselves. When leads see a question in a blog title, they’ll read the question and apply it to their own life. If they find the answer can benefit them, there’s a good chance they’ll give it a read.
In the example below, C.L. Sheldon & Company connects leads to their blog by asking a personal question in the title. Including the question evokes curiosity and leaves the reader craving the answer. If they have to stop and think for a second about the question, they’ll be more inclined to click.
7. Be Authentic
Let’s face it, financial planning can be a boring subject and it’s not something too many people are super comfortable with. As an advisor, it’s important for you to build trust and meaningful relationships with your clients, which can’t be done with cold blog titles.
Ultimately, your blogs and blog titles should give insight to what it’s like to work with you and attract clients that mesh well with your team’s personality. Giving a glimpse of this right off the bat in your title can convince people to give your firm a chance.
This means you shouldn’t be afraid to show a little personality and spirit. However, since your blogs are meant to inform your clients and leads, you should be sure to keep it professional at the same time. Alicia Jegede at New Gen Financial does a great job of this in her recent blog title “Investing in Art For Dummies (Like Me).”