Your headline is one of the first things your prospects see on your website. Prospects want to know if they are in the right place to address their needs, and this headline is the first signal they use to decide to stay a little longer on your website or move on. Because of this it needs to be arresting, and it needs to present a strong value proposition that clearly describes what your company offers and why prospects should care.
There are different ways you can frame this value proposition to get more prospects to stay on your website. Here are five proven headline types to start testing right away.
1. To the point
Since software buyers are busy people too; to-the-point copy on a software website is ideal. Be concise. If you target a specific type buyer, mention it in your headline. This saves your buyer time and also saves your sales team time from having to sort through leads that they can’t work with anyways.
See Infusionsoft’s value proposition below. They mention right away their tool is designed for small businesses to manage both sales and marketing. For those small business owners that don’t have a lot of resources and can’t afford to spend a ton of time mining through all the sales force management and marketing automation systems out there, when they see this type headline, they are thinking, “great, an all-in-one tool to help me on both marketing and sales!”
Headlines like this have the added benefit of making the buyer feel less anxiety on pricing since the pricing structure will likely reflect their business’s ability to pay.
Using numbers in your headline can add power and authority to your claims. For example, in Basecamp’s headline below, they mention a clear number across a specified timeframe (a year) to detail how many companies used Basecamp to not only work on projects but to finish them.
Mentioning the specific number of companies gives Basecamp social proof with prospects. A buyer sees the large number of customers and thinks, “if so many companies use the tool and are successful, I should too!” By pushing how many projects were completed over a year, Basecamp speaks to a value add that companies desire, which is not only to improve how they work on projects but to get their projects done.
Buyers have specific problems in mind, and as they go to one website then to another, they will be looking for clear points on how the solution is going to solve those problems. Buyers need to see that purchasing software is not just money out the door but that the software is going to help them bring in more value, whether that is measured in number of projects done, revenue growth, or an increase in their delighted customers.
Halogen describes the main benefit of using their talent management software as building a workforce that is truly world-class and on the leading edge of delivering great results.
They are able to speak to the desire of many companies to achieve their goals and grow with engaged, talented employees.
Love, anger, happiness, and fear are emotions that can easily be pulled front-of-mind to readers with the right choice in words. Tapping into a buyer’s emotions can be a powerful way to captivate their attention and build their interest in learning more about your software. Starting the emotional connection early on can not only help get you more interested leads, it can also set the groundwork for strong impressions towards your product that can influence your long-term customer relationship.
For example, Mavenlink pulls prospects in who care about getting work done through the copy “You’ve made it happen.” Then they build on that to speak to prospect’s emotional desire to stand out above the crowd and to make their mark.
Note in the copy the use of the word “feels”. Mavenlink wants to get this feel good sensation elicited in their prospects to help get them motivated about the product.
Excited to start testing out some great headlines on your website? If you are still reading, I hope you are! A question can work well to pique someone’s interest and make them want to investigate further on your website.
For example, Salesforce’s headline is “How do you measure up?” It is a cheeky way to get someone curious about exactly what they mean by that and to emotionally speak to the prospect since, yes, most of the time people want to know about how they measure up in areas they care about.
Unfortunately, most websites use questions in their headlines in a boring and ineffective way. Do not have your headline read, “Want to know why you should choose [insert product name]?” This question format is wasting website space by asking an obvious question. Don’t state what they are already thinking and want answers to. Get into educational points on what they don’t know, or use a question to be funny or witty.
Whether you are direct and to the point, outlining key benefits, or using emotionally charged words in your headline, always keep testing out which one performs the best for you and your audience.
Got a website headline format that works well for you? What is your headline philosophy and why do you think it resonates so well with your type of audience? Share with us and leave your comments below.
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