Ted Nicholas (the guru of copywriting) says you should spend more time on your headline than on the rest of your copy, I’m not sure I totally agree, but it’s definitely the top of my list of things to get right!
If your headline does its job properly it will:
If it doesn’t work people will:
If it’s missing completely it’s as bad as not having a headline at all.
Remember that ‘Welcome’ is not a headline and neither is ‘Home page’. If your web designer is any good they will be able to arrange for the page the user is on to show up in a different colour on the menu so you don’t need to waste prime real estate telling people where they are!
How do you create a good headline?
Brainstorm as many headlines as you can without worrying about how readable they are. Then when you’ve run out of ideas review the lot and you’ll almost certainly have one or two – or two that can be amalgamated – that stand out and have energy and engagement.
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