An Alluring Headline - leadentrepreneurs.com€¦ · 7 An Alluring Headline You have only a brief moment to capture the interest of your visitors before they decide to go elsewhere.

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An Alluring Headline

You have only a brief moment to capture the

interest of your visitors before they decide to go

elsewhere. With big, bold words at the top of your

landing page, you need to do it in the headline.

Capturing Attention with

Your Headline

Every landing page offer is different, as is every

audience, but at the core they all want the same

thing: to improve their lives in some capacity.

That’s why it’s important to express your unique

selling proposition in the headline. Let visitors

know what major benefit they’ll gain by claiming

your offer. Here’s a good example from WalkMe⁴:

At a quick glance, you know exactly what WalkMe’s

software can do for you: Make it easier to use

Salesforce CRM.

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Here’s another example from Salesforce⁵:

Focus on just one benefit — the one that makes

your resource unique. For WalkMe it’s making

life easier. For Salesforce, it’s growing a business

faster. Dig to the root of your offer and determine

what it makes so valuable. Then, share that in

the headline.

Keep in mind, even once you’ve found that

value, you’re not ready to write your headline.

There’s something else every headline needs to

be successful.

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How Headlines Build Trust

Your headline’s job is twofold. It’s not enough that

it conveys a benefit to your visitor. It also has to let

them know they’re in the right place.

If it doesn’t, there’s a chance visitors feel

deceived, and when that happens, they won’t

stick around long. So, your headline should have

message match. It needs to match the text of the

referring content.

If your headline came from an ad that read “Grow

faster by building smarter relationships,” then your

landing page headline should read “Grow faster by

building smarter relationships.”

Even though it’s not benefit oriented, here’s

an example from boberdoo.

First, the paid search ad:

Then, the corresponding landing page⁶:

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Here’s an example of what you don’t want. In

a paid search ad, this software claims to have lead

scoring technology just like boberdoo:

But, on the corresponding landing page⁷,

a CTRL+F search reveals no mention of “lead

scoring” anywhere.

If visitors don’t find any content related to what

they saw in the ad they clicked, they’ll abandon

the page immediately. When it comes to message

match, make sure you follow boberdoo’s lead.

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