What’s so important about article titles, anyway? For one, a well-conceived headline is one way to grab the fickle reader. Our creative director argues that the title’s responsibility is far greater, though. “It’s a window into the story’s soul,” she says. “This is the moment during which the reader and the writer stare into each other’s eyes.”

That kind of pressure is bound to challenge any headline writer. If you’re not sure where to start, consider these top 10 characteristics of a great headline:

1. It answers the question, “What is this article about?”
2. It says something interesting about the article.
3. Its tone matches the article’s tone.
4. It’s interesting in its own right.
5. It sounds “real,” not contrived.
6. It’s in the active voice, but avoids commands.
7. It’s an honest representation of the article; it doesn’t mislead.
8. It uses short, easy-to-read words and short phrases. (Alliteration is often a plus.)
9. It addresses the reader directly (stated or implied).
10. It’s not a label.

Not every title will illustrate every tip; we suggest shooting for five. And one more thing: Watch for similar title structures on a page, especially a homepage. Avoid writing all question-based titles, for example. As in any relationship, nothing fizzles the fire like monotony.