The Role Of The Headline In A Landing Page

The Role Of The Headline In A Landing Page

Lemuel Galpo
Written by Lemuel Galpo
September 19, 2014

More than just the content, it is also important to focus on the headline when you are creating a landing page. On this webinar, Carlos Del Rio talked about the role of the headline in making your conversions successful. A headline should demand for action and it should demonstrate the benefit of the product that you are selling. If you can make the person say “Yes!” from the headline alone, you are doing a great job. Selecting the best few words to describe your product is also key in making a noticeable headline- a headline that will stand out from the rest of the content of the landing page. To select the best few words, you need to optimize. Focus on the key points, on your product’s core strengths, and demonstrate these to your audience.

How To Create A Good Headline?

Basically, a headline is like a price tag – something that can immediately catch anyone’s attention. It’s a head turner. From the headline alone, the customer must say “I want this”. Most of the time, the customer see things from a black and white perspective, they really don’t know what they want unless someone pushes the idea. It is your headline’s job to do this. So create one that is catchy, interesting and unique.

  • Make it short but meaningful – Explain the value more than the price. What are the customers getting out of the items or products that you are selling? Say something that the customers have not heard before, and be creative.
  • Say why the customer needs you – Show the cause and effect. You can present the idea in this manner: “Because of this, you will get that..”. Tell them what they are getting out of your service or product.
  • Do not discuss the price – Do not explain your price. Instead, highlight the values- how the customer’s life will change once they start buying and using your product?

The headline is not a one man’s job. You need to have a team discussing every outcome possible if you are to put this or that in the headline. This is the work of many creative minds collaborating to achieve one goal – making the customer engage and eventually buy the product. Testing plays a very essential part in knowing if the headline is working or not. During testing, other options, different characters or buttons, may be introduced to see where the challenge lies. It is because of the headline? Or maybe because there is less options available to make the customer act on the spot.

If you are able to make it right in the headline, then you can easily do things right for the rest of the content. It all starts from knowing what matters most to your customer, and for knowing the right words to imply an action from them. The simple button that say’s “Click here” to proceed will not work but changing it to “click here to get a free estimate” might change the way your customer will react. If you want to check out the entire webinar on conversions, click here.

Great Landing Page Headlines


Originally published September 19, 2014 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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