How to Write Titles and Excerpts That Earn the Click — Honestly

The title and excerpt do the heavy lifting

Most people decide whether to read your article from two things alone: the title and the excerpt (the deck shown in listings and shares). The body can be brilliant, but if these two don't land, it won't be read. Treat them as part of the writing, not an afterthought.

Write titles that are clear before clever

A good title makes a promise the piece keeps. Aim for:

• Specific over vague. "How to Format Articles for Readability" beats "Some Thoughts on Writing."
• Concrete over abstract. Name the thing the reader gets.
• Honest over sensational. Curiosity gaps that the piece doesn't fill just teach readers not to trust you.

Clever is fine — once it's also clear.

Write excerpts that extend the promise

The excerpt isn't a summary; it's an invitation. In one or two sentences, say what the reader will walk away with. Lead with the value, not the setup. A strong excerpt answers "why should I spend the next five minutes on this?"

Avoid clickbait — it's a bad trade

Clickbait wins the click and loses the reader. Overpromising, fake urgency, and curiosity gaps the article never closes all train your audience to distrust your titles. One disappointed click costs you the next ten. Honesty is the long game, and readership is a long game.

Match the title to the piece you actually wrote

A common mistake: writing the title for the article you intended, not the one you finished. After the final draft, reread and ask whether the title and excerpt still describe what's actually there. Adjust to match reality.

A quick test

Before publishing, read just your title and excerpt as a stranger would. Do they tell you what you'd get, and make you want it — without overpromising? If yes, you're done. If not, the fix is usually more specific, not more dramatic. (Pair this with Formatting Articles for Readability.)