Often, we try too hard to be creative or clever with our headlines that we ignore better ones that are quite often right under our noses.

If your headline is too confusing, people are forced to scan subheads to get context or understand your point. But that's rare. They will often skip it entirely if they feel they have to work for it.

Subheadlines and headers throughout your copy often include a more attractive idea, provide better context, arouse greater curiosity, or offer more clarity.

Try this: swap subheads with your headline and test it. See if it pulls better.

For example, a headline might be “how to start a profitable online business.” A header might be “follow these 11 tips that can turn any hobby into an online empire.”

Swapping the subhead with the headline in this case will likely pull a greater response.