Feature headlines introduce the content to the reader and need to be engaging, interesting, and well written. Depending on the article they might need to be brief but should always accurately represent what is contained in the content. They need to catch the eye of the reader and encourage them to commit time to read it.

News writers have something in common with advertising copy writers – they must be lively, entertaining and clever in a limited space and they are often criticised for headlines which are inaccurate or misleading. It seems unfair, but it is an important reminder that a headline must be accurate first.

The headline is also the hook to lure readers into the article and to develop their trust and admiration of the writer and the brand. This requires an intimate knowledge of the subject and an awareness of the sensitivity of the audience, all within tight deadlines.

The headline is the most important element of an article for both search engines and users. It needs to include the relevant keywords but should not be over-stuffed – this is known as keyword stuffing and can deter search engines, and most importantly, it will not appeal to human readers. There are a lot of tools available to help editors with writing headlines but a good editor will never let these tools replace their skills and knowledge of the art. In fact, it is sometimes better to remove words from the headline which do not add to its meaning or evoke an emotional response.