Archive for May, 2008

Much like a billboard you see on the side of a highway, did you know you have approximately 5-8 seconds to capture an internet users attention upon them immediately landing on your web site or landing page? If you fail to pique their interest within that time frame, they hit the back button and they are gone as quickly as they came in (not to mention you just handed them over on a silver platter to your competitors). As Perry Marshall says, “If your site were a retail store, this would be the equivalent of watching people walk in the front door, take two steps in, and then turn around and leave.”

Many web site owners do not even utilize captivating headlines on their web and/or landing pages to capture the interest of the user and then they wonder why their conversion rates are in the toilet. What many of them fail to realize is that the headline is the most important piece of copy on their web site as this is what users WILL actually read at bare minimum. So in your headline copy, give them a reason to stick around.

Here are ten helpful tips to keep in mind when writing a headline:

1. Be “informational not salesy” with your headline.

2. Employ your main keywords in the headline and try to use them as close to the beginning of your headline as possible. When you do this, it instantly reassures the user that they have landed in the right place and they wont be inclined to hit the back button so fast.

3. Your headline should be in bolded text and in a larger font than the rest of the copy on your web page.

4. Don’t be afraid to add some color. Headlines that are all black are boring! Accentuate some words in red, blue, or yellow. Generally only pick 2 colors.

5. Emphasize certain words by underlining them.

6. Remember to focus on the benefits of your product or service, not the features. As the old saying goes, benefits sell, features tell.

7. Keep your headline clean and easy to read by using shorter words.

8. Don’t mix the message; be as simple and direct as possible with your message.

9. Be sure to center the headline on the web page.

10. Use exclamation points when applicable to emphasize excitement.

In closing, sub-headlines are useful too. They are placed right below the main headline to offer additional information about your product or service in a quick, easy and skimmable format.

To Your success my friends,

JoAnn