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Headlines are eye grabbers for both your consumers and the search engines. Without an effective headline your potential consumers may not even know you're there.
The customer will either see your headline and be intrigued or they will see your headline and back out of your site. People read what they notice first, so if there is a particular benefit to using you, then that needs to be announced in your headline.
Many companies will use their company name as their headline, but this can be confusing to consumers if they don't know who or what you are. Keep Headlines Plain and Simple
If you have something really important that you want your consumers to read, then you want to keep the headline as plain as possible.
Fancy fonts may look nice, but they are often ignored and skipped right over. Plain, bold and clear text is the best way to get your consumer's attention. You also do not want to use all caps in your headlines, because it can be difficult to read and it's the equivalent of shouting on the Internet. People are often offended by all caps.
If you are using graphics or pictures, then the headline should be located directly below it. The graphic will catch their eyes and then the clear and bold headline will make them read. People glance over websites quickly and they often only read what is in bold, so keep this in mind. Headlines should encourage people to keep reading.
What's Your Benefit?
There are thousands of online businesses, so what's so special about you? This should be in your headline. Headlines should show your benefits and they should give the reader a sense of urgency. Your benefit should be something that you target customer is looking for. These desires will often lead to purchases as they are encouraged by headlines with urgency.
Develop a List of Headlines
Some headlines are more successful than others. Begin be writing down a list of several headlines and then begin using them on your website. Test your different headlines by using a new headline each week. Because your homepage can be changed relatively easy, this is the best way to find which headlines are going to be profitable for you.
As you test your headlines, begin to narrow down the ones that tend to be the most profitable. Get rid of the headlines that didn't seem to be very attracting to your consumers and begin to focus on the others. As you focus on the successful headlines you will want to test them against each other.
Make a note of how many visitors you had when you used each headline. This is easy to do if you have a web statistics program and many web-hosting companies offer this to you for free. You may find that you can alternate between two headlines and be relatively successful with each or choose the one killer headline that seems to keep people coming to the site and keeps them there.
Action Steps For Using Headlines
1. Make a list of the benefits you offer.
2. Make a list of your customer's wants and desires.
3. Begin creating urgent headlines that demand action.
Important Points About Headlines on Your Webpage
- You will probably need several headlines to test over a period of time.
- Some headlines work while others don't.
- A good headline will attract 5 visitors, an excellent headline will attract 500.
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