.

Compelling headlines in your web copy will increase response by 20%, 30%, 40% – or maybe even more.

It’s been proven time and time again by testing.

So why are there are so many web pages (especially Home pages) where the only headline in sight is “Welcome to XYZ Company”?

Didn’t they get the latest memo?

What’s up with a headline, anyway?

An effective headline accomplishes three important tasks:

First, it must command your attention, letting you know you’re in the right place, and I mean immediately.

Next, it needs to quickly convey that the site can provide the solution or product you are looking for.

And its third job is to give you a compelling reason to read the first sentence or paragraph on that page.

That’s it! No more and no less. If it accomplishes those three things – you have a successful headline…and every page on your web site needs a headline, no matter what the purpose of the page is, even a contact form.

And guess what? If it doesn’t do the first job right by getting your attention, common sense dictates you probably won’t stick around to read any more of the page.

The other aspect of this is SEO. Google gives a bit of weight to headlines, as long as they are relevant to your page content. There are actual heading tags such as H1 and H2 that you include in the html code. Google also checks those tags.

Tips for writing money-making, lead generating headlines

• Trigger a strong emotional response to a subject your reader already has about your subject
• Ask a question to get them nodding their head in agreement
• Provide a benefit the reader just can’t pass up if they read further
• Provoke the reader’s curiosity
• Offer a reward or incentive to read more
• How to…
• Use your primary keyword phrase
• Keep it simple – only offer one main idea

You see, there’s many, many “formulas” or ideas that will help you write a powerful headline, and I haven’t even scratched the surface. There are complete books on just how to write great headlines.

The bottom line is all web sites, and all pages in them should have a unique headline designed to get the reader to take the next action step, which is to read the next line.

With a great headline, the chance of your prospect reading your web page increases significantly.

And that’s the purpose of your web site, isn’t it? To get people to take whatever action you want them to so you can make more money.

Oh… and the other thing you need to do is test different headlines. That’s the only way you’ll know which one gets the best results. Try 5 or 6 different ones – the results may surprise you.

I’d love to hear your comments about this. If you want me to write some powerful headlines for your online materials, to get more information about SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

And if you need offline direct response marketing copy and advice, go to www.crestviewmarketing.com

To your website’s success!

Merrill Clark
Website and Marketing Copywriter
Crestview Marketing Services LLC