Every landing page should have a headline. The headline is really like a utility player in sports, the guy who can come off the bench and play a variety of positions and play them all well. It’s got to handle multiple jobs.
All of those jobs, if done well, will lead the headline helping get to the ultimate goal of conversion of your visitor into a lead.
Getting these three factors right will ensure that your headline is doing its job and helping you get that conversion.
1) Your Headline Must Be Catchy
You can go old school here and take a clue from how magazine covers and front pages of newspapers write their headlines. A great magazine cover headline grabs you and makes you want to pick it up off the rack at the supermarket and see what the story is about. It gets your attention and intrigues you.
Look at this cover of a recent issue of Time Magazine.
The headline says, “Eat Butter. Scientists labeled fat the enemy. Why they were wrong.”
As a person who loves food with great flavor, which I would think is pretty much everyone, I want to see why Time is telling me it’s ok to eat butter.
This headline is definitely catchy and it does intrigue me. Your landing page headline should do the same.
2) Your Headline Must Be a Benefit For The Visitor
This is probably the most important factor. You must get outside your point of view and ensure that you are able to express a benefit for your visitor. It’s very easy to confuse features and benefits, but benefits are much more effective in helping to get that conversion. That’s because a benefit is what your ebook will do for the visitor.
The best way to identify the benefit is to ask yourself, what will the user get if they download your ebook. So for example, if your ebook offers 32 tips on skiing, one benefit could be that the user will improve their skiing skills.
Now you can describe that benefit in a more exciting way than “improve their skiing skills”, but that is the core benefit. You could say “Get better on the Slopes in 30 Days” or “Increase Your Downhill Speed by 20%”. Both of those are benefits that could be great headlines depending on your offer.
Always think about how your offer will improve something for the user.
3) Keep Your Headline Short
You aren’t writing a novel here. You also don’t want to over write your headline. Loading the headline up with unnecessary adjectives or overblown hyperbole will definitely work against you. Get to the point and re-sell the benefit.
You need to keep it shorter than a twitter post. That’s a great guideline, 140 characters including spaces. The shorter format forces you to focus and really deliver words that count. When you trim your message, you get a much more powerful and results oriented headline.
Write in plain English, like you’re having a conversation. Conversational tone is easier for most people to read and digest.
Get to the point and don’t get cute. Even if you think you’re hysterically funny, it’s hard to make humor work in headlines. And we don’t want to have to wait for a punch line.
The combination of these three factors will ensure that you have a powerful landing page headline that will help you get more leads and more conversions.
Do you have any other tips or questions about these tips? Leave a comment below.