Every landing pages template worth its salt preaches the importance of using compelling landing page headlines, but devising a headline that simultaneously gets your message across and drives conversion rates is easier said than done. To improve your landing page quality score, consider using the 3 landing page headline guidelines below when writing your headlines.
1) The question/response headline. Rather than simply proclaiming that your product is the best, a more effective approach is to position your product as a solution to a problem your customers face. Identify the problem in a question, and answer that question with your product. Some examples: “Poor results in (problem here) got you down? (your product) can cheer you up.” “Do you toss and turn every night over (problem here)? (your product) can help you sleep like a baby.” Such an approach is designed to motivate the visitor to investigate further, and can work well in combination with a call to action such as a link to click on to learn more about a product.
2) The punchy headline. Landing page conversion is driven by the active interest of your visitors in what they see on the page. A quick way to lose that interest is to use bland landing page headlines. Use bold language to attract and hold the attention of visitors. Some examples — Bland: “(your product) is highly effective at meeting expectations.” Better: “(your product) gets the job done.” Bland: “(your product) has a long record of performing better than its competitors by a wide margin.” Better: “(your product) demolishes the competition over and over.” Just how punchy to make a headline will depend, of course, on your target audience. The headline for a product targeted at young males, for example, would likely use more aggressive language than the headline for a product aimed at retired individuals. Still, generally speaking, bolder is better when it comes to headline writing.
3) The value proposition headline. Encapsulating the most important service your product offers in a headline is a tried-and-true method of getting your point across. No matter how catchy the headline, if you aren’t making visitors aware of exactly what it is your product can do for them, you are most likely missing out on opportunities. Some examples: For a software product: “(company name) saves you money by keeping your computer running like a gazelle.” For a discount store: “(store name) offers (products sold) for less than the competition, guaranteed!” For a high-end retailer: “(store name), all the best (product sold), all the time.”