Advertising godfather David Oglivy, said this about headlines – “On average five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
So, creating a powerful landing page headline isn’t optional it’s essential.
There are many types of headlines that you can use on your landing page like:
- To the point headline
- How to headline
- Curiosity generating headline
- Number/point headline
- Question headline etc
All of these bring different results depending upon your audience. But, there’s one simple way to make these headlines more powerful and that’s what we are going to discuss today.
So let’s get started:
Let’s say you’re trying to increase your search engine ranking and you want a tool or service to track your backlinks. You searched on Google and found some services that’ll help you do so and here are their headlines which one will you choose:
- Boost your search engine ranking. Today.
- World’s most accurate backlink tracking and keyword software
- Track your backlinks, keywords, brand mentions and know what your competitors are doing
I’ll go for the third one and I guess you’ll do the same. But why?
Even though the above two headlines include power words like – ‘Boost’, ‘Today’, ‘Most accurate’ etc. they don’t make the same impact as the third one does because the third one is really specific towards the benefits.
That’s what the formula is for a powerful landing page headline. In fact the above headline isn’t made up it’s real and is used by a huge backlink tracking company Ahrefs
This method of creating headline works extremely well. You can see a similar simple and specific headline on the landing page of Unbounce too
Unbounce tracks and split test every element on their landing page for maximum conversion and if they are using such a headline then it’s obvious that it works amazingly well.
How to create such a headline for your page?
In order to write a headline like this you’ll first need to understand your audience. Think from their point of view - What they want? What they fear? What motivates them? What’s their ultimate goal? Etc.
After that, you’ll need to define your product - How it will help them? How it’s better than the one they are currently using? What are the main benefits they’ll get from it? Etc.
On the basis of these factors design a simple and specific headline that you think will clearly define your product and excite your audience.