There are lots of tips found online about how to write good titles. How a headline is constructed would make or break a content. A poorly written one would drive readers away while a good one drives them to read the page. To sum the recommendations enumerated in various source, I would say that these two plays the most important role:
1. Creativity; and
2. Ability to Trigger the emotions of readers

When you get the readers by their interest or moved their emotions through your title, you'd get them to read the whole content.