How to Write Home Builder Blog Headlines That Buyers Will Click
Your latest blog post is written, published, and promoted across the web. It’s brilliant, if you do say so yourself. Some of your best work yet. So why isn’t anyone clicking through to read it?
If you want home buyers to fall in love with your content (and your homes), you have to first woo them with your headline. Like a smile, a handshake, and a first hello, your headline is what potential buyers will judge to determine if your content is worth their time.
So what’s the secret to making your headlines sizzle? It’s easier than you may think. Here are a few simple guidelines for writing clickable headlines for your home builder blog.
Keep it Short and Simple
To earn maximum clicks for every blog post, think about the tools that you will use to promote your content. Each tool has different guidelines for optimal headline length. It’s likely that you’ll use many (or all) of the tools below, so think of how your blog headline will appear in Google, email, mobile, and social media. Here are a few guidelines to consider:
Search engines: Keep it under 60 characters (including the name of your site) for search engines (How to Write a Search Engine-Friendly Blog Post)
RSS-to-Email and Email Newsletters: Subject headers between 28-39 characters get the highest click through rate (source: litmus)
Smartphones: Keep it under 34 characters for mobile email
Twitter: No more than 100 characters (including link and hashtag) to make it easy to share and retweet
Facebook: Posts between 100 and 250 characters (3 lines of text) get 60% more likes, comments, and shares than posts over 250 characters (source)
Clearly State the Benefit
Next, clearly state the benefit that readers will get by reading your blog. Titles should include keywords for SEO, but avoid cluttering up your titles with a lot of unnecessary information. Get straight to the point.
One of the best websites for studying clean, clickable content is Lifehack. Lifehack is a website that covers productivity tips for work, money, and health. Take one look at the home page and you’ll see simple headline writing genius at its very best.
Recent headlines include:
Study the Lifehack website and consider ways that you can create clean, clickable content for home buyers. Make your headlines even more effective by creating laser focused content that includes the benefit and the buyer persona that you are writing for. Samples might include:
- 12 Essential Tips for First Time Home Buyers
- How to Buy a New Home When You Have a Home to Sell
- A Parent’s Guide to [Your Neighborhood]
The more focused and benefit-driven your headline is the more likely it is that you will earn the click and convert your website visitor to a lead.
Listen to Your Readers
The more often that you blog (we recommend no less than 8 times per month) the more information you’ll have about which headlines your potential home buyers care about most. If you’ve been blogging for a while, take these few simple steps to discover which of your current blog headlines are most successful:
- Check your Google Analytics for blogs that have the highest number of visits, longest time on site, and lowest exit/bounce rate
- Check your RSS-to-Email reporting to discover which headlines earn the highest open rate and click rate
- If you repurpose your blog content as an email newsletter (recommended), review your email reporting for the topics that earn the highest click
- Review your social media to determine which content earns the most likes, comments, retweets, repins and shares
As you review, look for trends. Do specific words (promotion, featured, photos, video) consistently earn more clicks? Are specific topics (financing, move-in ready homes, market updates, how-to articles) more popular with your audience? Do longer headlines work best or shorter ones?
The more frequently that you blog, the faster you’ll discover what works best for your audience, product and brand. And remember that it’s never too late to go back and clean up your old blog posts. Updating old (but still relevant) content with clean, clickable titles can help your old blog posts rank better in the search engines and that can bring a new audience of ready, willing, and able buyers.
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