Is it obvious to your ideal customer that they’re in the right place? In today’s Tech News Tuesday episode, we’re talking about the first thing someone sees on your homepage—the headline. Your homepage headline should focus on them, not you, addressing their needs, concerns, or goals right from the start.
Your homepage headline needs to immediately communicate what you do and why it matters to your audience.
Your homepage headline is the first impression of your business, and it needs to immediately communicate what you do and why it matters to your audience. The key is making it clear who you serve, the problems you solve, and the benefits they’ll get from working with you. There are three essential elements to crafting an effective homepage headline.
Focus on Your Ideal Customer
Instead of making it all about your business, make it about them. What are they looking for? What problems are they trying to solve? For example, a generic headline like “Welcome to Our Website” doesn’t tell your visitors anything useful. But a headline like “Reliable Plumbing Services in Chester County,” immediately tells your ideal customer, small business owners, that they’re in the right place.
Instead of making it all about your business, make it about your ideal customer.
Highlight Common Pain Points
The second element is addressing a concern or problem they have. Your audience is likely searching for solutions. By highlighting a common pain point, you’re showing empathy and understanding. Something like “Fix Your Clogged Shower Drain” speaks directly to their challenges.
Highlighting a pain point shows empathy and understanding.
The Benefit or Outcome
Don’t forget the third element: the benefit or outcome. What will your customers gain by choosing you? Your headline should hint at the transformation they’ll experience. For instance, “Same Day Estimate for Plumbing Repairs” emphasizes the value you bring.
What do customers gain by choosing you?
You can also use supporting elements like a subheading or intro paragraph to elaborate. If your headline covers the ‘what’ and ‘who,’ use a subheading to expand on the ‘how’ and ‘why.’ For example, the headline could be something like: “Reliable Plumbing Services in Chester County” The subheading is then: “Same-Day Estimates and Competitive Pricing”
Your headline doesn’t have to do all the work, pair it with detailed subheaders and supporting elements.
It’s about striking the right balance. Your headline doesn’t need to do everything. Sometimes, a concise, benefit-driven headline paired with a more detailed subheading can work wonders.
Think about combining elements like your business type, who your ideal customer is, and the problems they face. Then, highlight what you bring to the table and the benefits they’ll enjoy. Not every element has to be in the headline, but the overall message should come through clearly.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: 90 Game-Changing Headline Examples to Boost Your Click-Through Rate!
Website Headlines: 3 Formulas that Work for Homepages
What Do I Write About on My Website?
