Include the 'greatest benefit to your prospect' in the headline. Use the powerful 'trigger words' that are successfully used by the best copywriters.
Longer headlines pull better than short ones.
Don't be clever by using 'blind' headlines that require your prospect to read the Body Copy for a translation. They are more difficult to read and even worse to 'scan'. Begin Each Word With A Capital Letter. Sans Serif like Verdana font without the curly bits, is better for the web. Use a subhead of two or three lines between the Headline and the first paragraph to raise the curiosity of the reader.