In the digital realm, headlines are the first (and sometimes only) chance to grab a reader’s attention and prove your content is worth their time. But a good headline is much more than just catchy or clever. It also needs to be clear and concise, fuel readers’ anticipation, and pique their emotions. And if you can throw in a few key phrases for SEO and a sprinkle of human psychology, that’s even better.

For example, this popular headline from Becoming Minimalist is a great way to spark curiosity by asking a question that most people will want to know the answer to. The use of a number is another effective headline element because it captures readers’ interest, sets a clear expectation of what the article will contain, and can increase click-through rates.

A catchy adjective can evoke a certain feeling that can also make a reader feel smarter for having read the post. This headline from Independent captures the smart-feeling element by using the word ‘intelligent’ in its catchy form. The headline also contains a list, which is an effective way to convey information in short amounts of words and entices readers to keep scrolling to see what other qualities the intelligent people listed possess.

This type of headline is perfect for leveraging social proof to attract a viewer’s attention and inspire trust. This article from Wired uses this strategy to make readers believe they’re about to learn something new and interesting about a complex topic.