You should be able to read an entire sentence without pausing for a breath. It also helps to extract information into charts, tables, bulleted lists and interactive graphics. And people are not going to click on something unless they know what they re getting. When they click on something that s not worth it, they lose trust in you as a source and are less likely to come back and click on things in the future. So make sure you tell people what they re going to get.
Studies show online news users preferred straightforward headlines to funny or cute ones.
Cute headlines didn't do as good a job of quickly explaining what a story is about and thus discouraged online users from clicking through. THE LINK Don t be afraid to link. Many sites have a paranoid fear that if they include links to other sites, readers will surf away and never return. If people know they can trust your site, they will come back for more. At the same time, journalists have a responsibility to apply news judgement and editorial standards to the links they choose.