The first line of copy on your web page (or brochure, flyer, email, direct mail piece, display ad or classified ad!) needs to prove to your visitors (or readers) that they have arrived at the informational page they were looking for.
The conversion rate on any marketing tool can vary dramatically by making even a single change to the headline.
A headline has one purpose: To get people to read more. To accomplish that, your headline must:
- Be intriguing and inviting
- Prove to your readers that they’re at the right place.
People spends weeks and even months testing new headlines to get them just right!
I find writing headlines to be the most challenging part of the copywriting process. So, I created a tool to help my staff, which I am offering free to all my clients.