March 3, 2013
Do you know what is the #1 requested headline I am asked to add to a website’s home page? I get this request so often that I am compelled to write this article in hopes to share just how critical that main headline is.
It could make or break the effectiveness of your website.
Firstly, it’s important to keep in mind that your website is your primary marketing piece, bar none. Even if you rarely update it (that will be another “must write” article coming up!) it’s tirelessly working on your behalf by telling everyone that visits it, 24 hours a day, 7 days a week, all about your business. None stop.
Why is this so important? Many times, it’s the first impression your potential clients will get of you and your business. This cannot be taken lightly in this highly competitive world we live in. Even if you believe your website is quite useless and you hardly pay any attention to it (oh, yet another “must write” article!), which, I promise you, it is far from useless.
When a prospect visits your website, their primary objective is to find out if you can solve their problem. If they didn’t have a problem to solve, they wouldn’t be looking for you. Period. Their problem could be something like needing to sell their home fast, or they need to find peace in their relationship, or perhaps they are looking for a solution to make them healthy again.
Whatever that problem is, they need to know right off the bat if you will be the one to solve it for them.
You have literally 3 seconds to transmit this solution and the only way it is going to happen is through that main headline on your website.
Now I ask you, is the following headline (the most requested one I’m asked to add to a website) going to convince anyone that their problem will be solved?
“Welcome to my website”
At best, it’s going to give them the impression you’re a friendly person; how lovely. At worst, it’s going to tell them that you’re only interested in what you have to say, that your website is going to be all about you. Making their big question, “What’s in it for me?” remain a mystery.
So guess what happens? Neither scenario is going to grab their attention enough to make them go any further past that opening statement.
You can have the prettiest photos and the most well-written, compelling copy underneath that headline, but the opportunity is lost. Faster than you can say “back button,” they have moved on, resuming their search to find someone that will solve their problem.
I encourage you to take a look at your website and ask yourself if your primary home page headline is grabbing enough attention to make your prospective clients read further. Ask yourself if it is addressing their problem, telling them that you know exactly what they are going through?
If you are one of those, “Welcome to my Website” headline writers, I encourage you to take a critical look at how effective it is being and really give some thought to what problems you are solving for your clients. Write a list and from there decide what is the biggest / most common problem you come across. From there, compose a compelling headline that will get your prospective clients to read more to convince them that you are their ideal choice.
If this feels like a daunting task, some of your best spent money would be on a professional copywriter to help you with this. The success of your business could truly depend on it.
Share your comments below about website headlines – what has worked for you and how do you measure its effectiveness?
To your eMarketing success,