The first thing read.
WHAT A HEADLINE MUST DO
Tell the visitor they are in the right place.
WHAT THAT MEANS
State what you do and who for.
Not a slogan.
THE COMMON FAILURE
A homepage headline that is a tagline nobody understands.
"Excellence Delivered" tells a visitor nothing.
WHAT WORKS INSTEAD
"Generator repair and servicing in Lagos"
Plain, specific, immediately clear.
FOR SERVICE PAGES
What the service is, and the outcome.
FOR PRODUCT PAGES
What it is, in the words customers use.
FOR LANDING PAGES
Match what brought them there.
If they clicked an ad about a specific thing, the headline should name it.
WHAT TO AVOID
Cleverness at the expense of clarity Industry terminology Anything requiring a second read
THE TEST
Would a stranger know what you do within three seconds?
