What is Headline?
ELI5 — The Simple Version
Think of a headline as a bright, catchy sign at a street fair. Each stall has a sign that tries to grab your attention and tell you what's special about it. A headline does the same for a webpage. It's the big, bold text at the top that tells you what the page is about. If the sign is dull or confusing, you might just walk past without stopping. Now, imagine a sign that says 'Freshly Baked Cookies' with a picture of yummy cookies. You're likely to stop and check it out because it clearly shows what to expect and makes you interested. A good headline does this too — it grabs attention and makes visitors want to learn more. This is important because if a headline doesn't catch your interest right away, you might leave the site without seeing what's offered. A strong headline makes visitors curious and encourages them to explore further.
Technical Deep Dive
Definition
A headline is the primary text at the top of a landing page, crafted to convey the core value proposition to visitors in just a few seconds. It is the most viewed element on a webpage and is essential for maintaining visitor engagement.
How It Works
- 1.Captures the visitor's attention immediately upon landing on the page.
- 2.Communicates the key benefit or unique selling point of the product or service.
- 3.Sets the tone and expectation for the rest of the content on the page.
- 4.Encourages the visitor to read further and engage with the content.
Key Characteristics
- Clarity: Clearly communicates the main message or value.
- Relevance: Relates directly to the visitor's needs or interests.
- Engagement: Draws the reader in and encourages further interaction.
- Brevity: Concise yet impactful, often no more than 10-12 words.
Comparison
| Feature | Headline | Subheadline |
|---|---|---|
| Position | Top of the page | Below the headline |
| Purpose | Grab attention, communicate value | Provide additional details |
| Length | Short and direct | Longer, more descriptive |
| Impact | Immediate engagement | Supports and elaborates |
Real-World Example
In an A/B test conducted by Unbounce, a landing page with the headline 'Boost Your Sales by 50% in 30 Days!' resulted in a 27% increase in conversions compared to a more generic headline.
Best Practices
- Use action-oriented language to encourage engagement.
- Test different headlines using tools like Google Optimize or VWO to find what works best.
- Ensure alignment with the overall message of the page and the ad that brought the visitor there.
Common Misconceptions
- Myth: Longer headlines are always better for SEO.
Reality: Clarity and relevance are more important than length.
- Myth: Headlines should be vague to create curiosity.
Reality: Ambiguity can lead to confusion and higher bounce rates.
- Myth: Once a headline works, it should never be changed.
Reality: Continual testing and optimization can yield better results over time.