A recent study reveals that headlines featuring simpler, common words can boost reader clicks and engagement. Readers will mostly click on headlines that use straightforward, familiar language. Utilizing plain language makes content more accessible and appealing, demonstrating that minor adjustments to headlines can attract significantly more readers.

Researchers at Harvard University have discovered that readers are more inclined to click on and engage with news headlines written in simple language.

Published in Science Advances, the study examined over 30,000 experiments involving nearly 9,000 headline tests and 24,000 headlines from The Washington Post and Upworthy.

The results indicate that headlines using common words are more effective at capturing readers’ attention than those with complex phrasing. Despite professional writers often favoring more intricate language, the research highlights a disparity between their preferences and those of readers.

Field Experiments and Findings

Between March 2021 and December 2022, researchers conducted nearly 9,000 tests on over 24,000 headlines.

Data from The Washington Post revealed that simpler headlines achieved higher click-through rates.

The study concluded that using more common words, a straightforward writing style, and more readable text resulted in increased clicks.

Professional Writers vs. General Readers

The study highlighted a disparity between professional writers and general readers.

A separate survey indicated that journalists generally do not favor more straightforward headlines.

This discovery is significant as it underscores the potential need for journalists to grasp better how their audiences perceive and interact with the headlines they create.

Implications For Publishers

In the competitive landscape of attracting readers’ attention, using simpler headline language could provide publishers with a significant advantage.

Simplified writing enhances accessibility and engagement, even for complex articles.

For instance, examining The Washington Post’s audience data from March 2021 to December 2022 averaged approximately 70 million unique digital visitors per month.

Assuming each visitor reads three articles, a mere 0.1% increase in click-through rates (from 2.0% to 2.1%) translates to an additional 200,000 readers engaging with stories due to the adoption of more straightforward language.

Why We Care

Google consistently emphasizes the importance of creating the best content for your audience. This study sheds light on what readers truly desire from websites. Despite writers and journalists favoring more complex language, readers gravitate towards more superficial, straightforward headlines.

How This Can Help You

Adopting simpler headlines can significantly boost the number of readers clicking on and engaging with your stories.

The study illustrates that even a slight uptick in click-through rates translates into more readership.

Moreover, straightforward headlines enhance accessibility, appealing to a broader audience that may struggle with complex terminology or jargon.

To implement this strategy effectively, experiment with various headline styles and analyze the resulting data to determine what resonates best with your audience.

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