The title to your blog—also known as the headline or H1 heading—is critical. That short string of words has a big job: Catch the visitor’s attention and persuade the person that it’s worth reading more.

The headlines of home improvement marketing content, including blog posts, should also give the reader some idea of what to expect from the page and include a primary keyword if possible.

The best conversion rates tend to come from content with headlines of only six to eight words, but you can use more or less words if they’re the right ones. Check out the tips below for writing powerful headlines.

1. Ensure the Headline Reflects the Content

Never pull a bait and switch. If your blog headline is “11 Secrets to Keeping Windows Clean With 5 Minutes of Work,” you can’t simply write a post about a window cleaning service. It’s not even a good idea to write a post with 11 steps to cleaning windows if those steps altogether take more than five minutes.

Your title is a promise, and your content must follow up on it.

It should also set up the type of content readers might expect. If your title is a question, readers expect an answer. If your title sets up a list, readers want to see numbered subheadings with relevant, concise content under each.

2. Think About Search Engine Optimization

Optimized headlines help your content perform better in search engine results. That increases the number of people who see your page.

Including keyword phrases in your title—as close to the beginning as possible—is a good idea. However, you should never sacrifice clarity for this purpose. Change the phrase up to fit it into the title better or leave it out if you can’t include it in a way that’s not awkward.

3. Use Power Words

Some words are statistically more likely to draw reader attention than others. You can research power words for headlines with tools such as CoSchedule, which recommends options such as error, safe, explore, slash and lucky among thousands of other phrases.

Test various phrases and titles to find out what resonates best with your target audience. If posts with the word “save” in the headline tend to do well, for example, you might include the word in other titles.