5 Simple Tactics For Improving Your Landing Page Headlines

Your headline is, hands down, the most important part of your landing page copy. You only have a few seconds to make a connection with the reader, and to get them interested in what you have to offer. The Internet has spawned a generation of consumers with 2-second attention spans, and your headline is often the only shot you have at leading them to an eventual conversion.

Although these tactics aren’t necessarily applicable to every niche and traffic source, more often than not, your headline can benefit from employing these strategies.

Connect with the visitor.

When a visitor comes to your landing page it’s vitally important that you connect with them on a personal or emotional level. Most commonly, you see marketers incorporating the visitors location or the page/website from which they came to make the headline appear as if it’s been written just for them.

This is, however, just scratching the surface of what’s possible. The marketer that is able to pinpoint the underlying desire of the visitor has the opportunity to connect with them on an emotional level as well.



The ability to understand what drives a visitor’s needs, and more importantly, their wants, does not come easily to everyone, but we’ll touch on that again in this post, as well as in the future.

• Speak directly to the visitor.

  When writing headlines, I always try to include the words “you” or “your” to directly address the visitor. If somebody wants your product, it’s for their own personal gain, not because they find you interesting, and using these two words helps them imagine what it’s like to have this product solve all the problems.

• Tell the visitor what to do next.

  Again, the whole purpose of a headline is to get the visitor started on the path towards conversion. The last thing you want to happen is for the visitor to finish reading your headline, and still have no idea what they’re supposed to be doing on your website.

  A simple solution to this problem is to directly tell the visitor to your landing page what the next step is. You’re writing as a salesperson, and although you don’t want to come off as a salesperson, you can’t be afraid to be a little pushy. Phrases like, “Join Now!”, “Click here for more”, and “Sign up for our newsletter today!”, are used over and over in web copy and more traditional mediums for a reason. They work! Although you can certainly get more creative.

• Show the visitor what makes your product/service better than all the rest.

  The Internet isn’t the wild wild West it used to be, and chances are, your product or service has its fair share of competition. Which is why you must know what differentiates you from your competitors, and know it well.

  This is what we call a “USP”– a Unique Selling Point or Unique Selling Proposition. You should define what your product’s greatest benefit to the user is, and what makes your product/service better than the others, and develop a USP from that.

• Test, Test, Test.

  Regardless of how awesome you think your headline is, you’ll never actually know how effective it is until you split tests your headline against others. Even the world’s best copywriters don’t write the perfect headline their first time around. In fact, the best copywriters will test dozens of headlines before finding a true winner.

  Now get out there, and test these tactics out for yourself!

If you have any questions feel free to ask, or share your own headline writing tip in the comments below!