A Crash Course on Landing Page Headlines
I used to dread writing landing page headlines.
I always felt there was a better headline out there. That desire for perfection made me overthink my headlines. A lot. To prevent this from always happening, I started studying different headline techniques.
Today, I’m sharing my techniques for landing page headlines that you can write and test yourself.
Explain the Value the Reader Gets
Your headline is the first opportunity to capture the reader’s attention.
If you want their attention, you have to cater to what THEY want. Your readers are looking for value. Remember, they give you their information in exchange for value.
Sell value. Sell benefits. You don’t need a clever headline or even a headline with a mouthful of words. You need a clear headline that states a benefit for the reader.
Let’s look at a few examples of how headlines convey value:
Problem-Aware Headlines
Problem-aware headlines are exactly how they sound. They introduce a problem and then a solution.
When your targeted readers are on your landing page, you’re showing you’re aware of their key pain. You present the problem and then the solution.
The solution always sounds better after you’re reminded of the pain.
Rhymes Make Headlines Memorable
Rhymes are mnemonic devices. They are great for making headlines more memorable.
Catchy words, alliteration, and rhymes are examples of mnemonic devices that make it easier to recall headlines.
The example below shows the power of rhymes in a landing page headline.
Be Clear, Not Clever
The golden rule of copywriting is to be clear, not clever.
The example below shows how unclear a headline can be. We don’t know what the first headline means.
Just say what you’re introducing. Make it easy on the reader.
Write a Bunch of Headlines with the Word “Your”
If you’re unsure of how to start a headline, try writing out a list of headlines with the word “your.”
- Your projects are all in one place
- Your projects don’t have to be disorganized
- Your work and your projects are finally organized
- Your wiki projects are organized
- Your wiki, docs, and projects are finally together and organized
- Your wiki, docs, and projects. Together
This exercise is about two things:
- Making it about the reader with the word, “your.”
- Rewriting headlines until you find what works. Notion’s landing page headline below shows the power of revising your headlines until you find what works.
Your Audience Determines Your Headline
The best landing page headlines convert readers.
They make them curious to continue reading, spurring them to act. They feel like the headline understands what they are looking for.
Ultimately, the best landing page headlines come down to understanding what your readers expect when they arrive on your landing page.