Headline lengths vary, depending on the deliverables and platforms you’re using.
For example, if you’re working on a leaderboard ad (think long and skinny), you might be limited to three to six words. It depends on whether the includes an image and what size it is.
On the other hand, if you’re writing a headline for a thought leadership article, it’s a safe practice to have eight to 12 words. In short, there’s no “best” length. Keep in mind, however, that long headlines are difficult to read on mobile devices. Therefore, minimize scrolling so that your audience doesn’t click away.
In addition, be aware that Google may truncate headlines in search if they’re more than 60 characters, including spaces. To help ensure your headlines appear in search results without being cut off and to improve your SEO, aim for 60 or fewer characters.
After adhering to applicable platform character count limits, make sure your titles summarize your content clearly and concisely. Readers should grasp the value of your content instantly. In other words, make every word count.
Let’s say your business is expanding to better serve your customers. The title examples below reflect general industry guidelines:
Banner ad: “Closer to Customers: We’re Expanding!” (30-40 characters, including spaces)
Website: “We’re Going the Extra Mile for You With New Locations” (50-60 characters, including spaces)
Blog post: “We’re Growing: Our Expansion Journey and What It Means for You” (60-70 characters, including spaces)
