Insights / Copywriting
Headline Formulas That Work in Ads, Emails and Landing Pages
Most readers only see the headline. Eight proven formulas, when to use each and how to test them.
By Nicole Irmo · November 14, 2026 · 3 min read
A good headline tells the right reader that this is for them and gives them a reason to keep reading, in as few words as possible. Formulas help because they force specificity. Use them to draft, then edit until the headline sounds like a person talking to your customer.
Eight formulas
- The outcome: "Get [result] without [pain]."
- The specific number: "[Number] ways to [result]," using a real number.
- The question your customer is already asking: "Is your [thing] costing you [loss]?"
- The how-to: "How to [result] in [time or steps]."
- The audience call-out: "For [specific customer] who [situation]."
- The before and after: "From [pain] to [result]."
- The proof: "How [customer] got [result]," with permission and real numbers.
- The direct offer: "[Offer] for [audience], [deadline]."
| Formula | Template | Example |
|---|---|---|
| How-to | How to [outcome] without [pain] | How to get more reviews without awkward asks |
| Number | [N] ways to [outcome] | 7 ways to cut your cost per lead |
| Question | Is your [thing] [problem]? | Is your website losing calls after 5 p.m.? |
| Outcome | [Result] in [time] | A booked calendar in 30 days |
| Mistake | The [N] [topic] mistakes we fix most | The 10 HubSpot mistakes we fix most often |
| Comparison | [A] vs [B]: which is right for [who] | HubSpot vs Salesforce for a 20-person company |
| Story | How [who] [achieved result] | How a family bakery doubled catering orders |
| Direct offer | [Offer] for [who] | Free website audit for Barrington businesses |
Match the formula to the channel
- Search ads: echo the searcher’s words and add a benefit.
- Email subject lines: curiosity or specificity, short enough for mobile.
- Landing pages: the outcome or the audience call-out, matched to the ad.
- Social: the question or the before and after, front-loaded.
Test them
Write at least five headlines for every important piece. Test two at a time with real traffic, change only the headline, and keep a swipe file of the winners. Over time that file becomes your best copywriting tool.
Frequently asked questions
How long should a headline be?
Short enough to read at a glance on a phone. For ads and subject lines that is usually under about 40 to 50 characters.
Should headlines be clever?
Clear first, clever only if it does not cost clarity.
Our creative team writes and tests campaign headlines across ads, email and landing pages.
