Headlines are a critical component of a landing page’s copy as they serve as the first point of contact with your visitors and play a significant role in capturing their attention, conveying your message, and encouraging them to engage with your offer. This headline must either convey a direct value proposition or attack a key pain point of the consumer that you are solving for them.

Before we go over how to write one and some examples, we need to know why they are important:

• First Impressions last a lifetime: Headlines are often the first thing visitors see when they land on your page. A strong headline grabs their attention and sets the tone for the rest of the content, making it essential to make a positive first impression. Users will associate the value of your offering with your deadline, the same way people judge you based of how you look.
• They capture attention: Effective headlines capture the visitor's attention so the last thing you want to do is capture someone's attention, only to underwhelm them with what you have to say on the headline. They need to be compelling enough to make visitors want to explore more about your product or service.
• They Encourage Engagement and action: A well-crafted headline encourages visitors to engage with your content and take the desired action, whether it's signing up for a newsletter, downloading a resource, or making a purchase. I’ve yet to see a user who went to the website, and the first thing they done was click the CTA without reading the headline. That alone should tell you the power of a good headline.
• Brand Identity: Headlines contribute to your brand identity and help differentiate your business from competitors. A few good words on a headline can transform your position in the marketplace.
• They communicate VALUE: By effectively communicating the value proposition and motivating visitors to take action, a strong headline can increase the likelihood of conversion.
• Saves TIME: Not everyone has time to read all the copy on your site, but they nearly always have time to read the headline, so a well crafted headline can make the difference between a conversion, a user that clicks off your website.

Now we know the importance of headlines and how they are a major contribute to conversions, lets go over the thought process behind creating a well-compiled headline

• Understand your offering and value proposition: Make sure your headline relates to what it is that you’re offering the user in order to solve their problems.
• Understand Your Audience: Start by understanding the needs, desires, and pain points of your target audience. What are they looking for? What problems are they trying to solve? Tailor your headline to address their specific needs and interests.
• Focus on Benefits: Highlight the key benefits or outcomes that your offer provides to your audience. What value does your product or service offer? How will it improve their lives or solve their problems? Use the headline to communicate the most compelling benefits upfront.
• Be Clear and Concise: Keep your headline clear, concise, and to the point. Avoid using overly complex language or jargon that could confuse or alienate your audience. Aim for clarity and simplicity to ensure that your message is easily understood.
• Evoke Emotion: Tap into the emotions of your audience to make your headline more engaging and impactful. Whether it's excitement, curiosity, fear, or desire, use language that triggers an emotional response and resonates with your audience. Go back to step 1 for this, as you must understand your audience in order to figure out the best type of emotion to envoke
• Create Urgency or Scarcity: Incorporate elements of urgency or scarcity to encourage immediate action. Use words like "limited time offer," "act now," or "only X left" to create a sense of urgency and motivate visitors to take action quickly.
• Address Objections: Anticipate and address potential objections or concerns that your audience may have. Use the headline to reassure visitors and alleviate any doubts or hesitations they may have about your offer.

Now that we know how to implement a great headline, let’s go over some examples of good and bad headlines

Good headlines

"Transform Your Body in Just 30 Days with just an hour a day: Get Started with FitLife Today!" ✔️

• This headline creates a sense of urgency (30 days) and promises a specific outcome (body transformation), encouraging visitors to take action and try the app. Also handles a potential objection that they’ll need too much time.