How much effort do you put into writing a blog headline? It might just be a handful of words amid the content of a blog but they’re essential for getting clients to click to find out more.

Whether your blog has arrived in inboxes as part of a newsletter or appearing in a Google search, it’s the first thing existing clients and prospective clients see. It needs to grab attention and make them read on. So, rather than jotting down the first thing that comes to mind, it’s worth spending some time crafting a headline that appeals to your audience.

As a financial planner, you want to demonstrate your knowledge and how you can help readers with their aspirations. With that in mind, here are six types of headlines you could use to encourage people to read your latest blog.

1. Make it topical

It shouldn’t come as a surprise that linking your content to news items can provide a boost. It’s a chance to show why your expertise is important in the current climate and helps to give your services context. If you’re taking a topical focus with content, make sure it’s clear from the outset by featuring keywords in your headline.

One thing to keep in mind here is that topical content can date. It’s important to mix it with ‘evergreen’ pieces and ensure regular content to reflect changes.

Among the news topics we’ve recently covered at Yardstick for clients are:

• Why the coronavirus pandemic has affected stock markets
• What government-backed Bounce Back Loans mean for businesses

2. Numbered lists

People love reading lists, and it’s no different when it’s about financial matters either. We’ve all been browsing the web and clicked on a list that’s caught our eye simply because you want to find out what’s made the cut.

If you’ve got an idea for a list-style blog in mind, Nick’s previously looked at why numbers in headlines work and offers advice for crafting your own. Here are a couple of examples that could inspire your next blog:

• 5 ways you can access your pension at 55
• 7 things you need to know about this year’s Budget

Another benefit of lists is that they give you a clear structure to work with. The sub-heading for each section can make the blog easier to write and, more importantly, easier to read.

3. The ‘how-to’ piece

Every day there are thousands of Google searches of people looking up how to do something. Tailoring your content (and headline) to show you’re providing the answers can drive clicks to your blog.

• How to find out what your State Pension will be
• How to make use of the gifting allowance in 2020/21

Whilst ‘how-to’ pieces can provide some information for clients to act on their own, they’re still valuable for financial planners looking to increase their client base. Financial matters are rarely straightforward and it’s a chance to demonstrate where you can add value. Take the first example above, a prospect may be comfortable checking their expected State Pension income but don’t know how this will fit into their wider retirement income, providing you with an opportunity to add a call to action for further support.

4. Pose a question

When someone seeks financial advice, it’s usually because they have a particular concern or question. Using a question in a headline is a simple way to attract those that could benefit from your services. It’s an easy way to signal that you can provide the information needed and direct the prospect to get in touch with you.

• Do you have enough money to retire early?
• Should you invest your savings?

5. Use ‘vs’ to discuss options

There’s no one-size-fits-all solution when it comes to financial decisions. And that’s something that can worry people who are concerned about making the ‘wrong’ choice. If they’re deliberating between two options, a headline that features them can encourage them to find out more.

It’s a way of presenting the pros and cons of two different routes in a way that grabs attention:

• Annuity vs flexible income: Which is right for you?
• Cash vs stocks and shares ISAs: What you need to know

Of course, what the ‘right’ choice is will depend on individual circumstances and goals. This gives you a chance to highlight where your services can provide clarity and confidence.

6. Signal other media

Did you know that videos can increase traffic by as much as 300%? If you’ve spent time creating a video, shout about it in the headline. It’s a simple trick that could get more clients and prospects engaging with the content you’ve put together.

It’s not just videos that attract attention either but other forms of media too. If you’ve put together an infographic, podcast or guide, make it clear from the outset by making it a key feature of your headline:

• Video: Why are stock markets experiencing volatility in 2020?
• Infographic: Will your estate be liable for Inheritance Tax?

Need some help?

Headlines are an essential part of producing blog content that engages with clients and prospects. But there’s more to it than that, from creating a content plan to ensuring blogs are uploaded regularly. If you’d rather focus on other areas of your financial planning business, we’re here to help. Get in touch with us at hi@theyardstickagency.co.uk or call 0115 8965 300 to discuss your marketing plan.