As Australian SMEs prepare for a competitive landscape, getting noticed online is more crucial than ever. And it all starts with a compelling headline. A great headline doesn’t just describe your content; it stops the scroll, sparks curiosity, and compels people to click. We’ve seen countless campaigns benefit from a simple focus on headline optimisation, and it’s a skill every business owner should prioritise.

So, how do you write good headlines? It’s less about cleverness and more about understanding what motivates your audience. Here are a few key insights we’ve developed over years of working with Australian businesses:

• Focus on the benefit, not the feature: Instead of “New Accounting Software,” try “Save Hours on Bookkeeping with Our Simple Solution.” People care about what your product *does* for them, not what it *is*.
• Use numbers and data: Headlines with numbers tend to perform better. “5 Ways to Boost Your Website Traffic” is more engaging than “Ways to Boost Your Website Traffic.” Specificity builds trust and promises tangible value.
• Create a sense of urgency or scarcity: Phrases like “Limited Time Offer” or “Don’t Miss Out” can encourage immediate action. However, use these ethically and genuinely – avoid false scarcity.
• Ask a question: Questions pique curiosity and invite engagement. “Is Your Marketing Budget Being Wasted?” directly addresses a pain point for many business owners.

Beyond these core principles, remember to consider where your headline will appear. Social media headlines need to be concise and attention-grabbing, while blog post headlines can be a little more descriptive. Always A/B test different headline variations to see what resonates best with your target audience. Tools like Google Optimize can help with this, and analysing the results will inform your strategy for 2026 and beyond.

Finally, don’t underestimate the power of clarity. A confusing headline will deter potential customers, no matter how creative it is. Prioritise clear, concise language that accurately reflects the content that follows. Your headline is the first – and sometimes only – impression you make. To get started, review your website and social media content. Identify your five worst-performing headlines and rewrite them using the principles we’ve outlined. You’ll be surprised by the difference it makes.