7 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. Navigation Headline Media Copy Call-to-Action Trust Indicators Footer Layout
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7
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.
Navigation Headline Media Copy Call-to-Action Trust Indicators Footer Layout
8
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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9
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.
Navigation Headline Media Copy Call-to-Action Trust Indicators Footer Layout
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