The first paragraph of an advertisement is often considered the most crucial by seasoned copywriters. If the headline fails to capture your interest, why would you invest your valuable time in reading the rest of the ad? And if you don't read the ad, how can you be persuaded to purchase the product? A poorly crafted headline can undermine even the most persuasive copy. This fundamental principle of advertising is frequently overlooked online, often in places where you'd least expect it.
Consider your website as your advertising copy. So, what's the headline? Many web designers and marketers view the headline as any prominent text at the top of the page. However, the real headline of your site, the one that draws people in and keeps them from leaving, is the blue "title bar" at the very top of your web browser.
It's crucial to view your site from the perspective of someone who doesn't work for your company, has never visited your site before, and isn't concerned about your corporate identity. Don't assume that larger, more established websites are doing it right. Sometimes, the opposite is true.
Take a look at Yahoo.com's title bar headline. It simply says "Yahoo!" While it may be recognizable, it doesn't provide any information about what Yahoo does. This lack of clarity can lead to confusion, especially for those new to the internet.
Outpost.com, a computer retailer, also falls short with their headline, "Outpost.com". It doesn't provide any information about what the company does or what it offers.
GoTo.com's headline, "We power results," is slightly better, but it still lacks specificity. For a first-time visitor, this headline doesn't provide much information.
Now, visit MyFamily.com. Their headline reads, "MyFamily.com - Your free, private family website. It's quick, easy and free." This headline is effective because it:
Many companies and sites are so self-absorbed that they fail to realize that outsiders don't know what their company or site is about. This is a common problem. Smaller companies often try to emulate larger ones, leading to countless websites that overlook the fundamental rule of copywriting.
If you need help honing your headline-writing skills, one of my favorite business books is Tested Advertising Methods by legendary ad man John Caples. This classic book dedicates five chapters and seventy pages to the art of crafting the perfect headline.
When crafting your website's headline, consider the perspective of a newcomer or first-time visitor. Don't assume they'll know what your site is about. Instead, use a compelling, attention-grabbing headline to tell them. You'll be pleased with the results.
Here's to your online success...
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