Killer Headlines that Sky Rocket Conversion Rates

Business copywriting research has consistently shown that headlines play an integral role in converting leads into customers.

When an Internet user lands on your business’s website, that user will stick around for only a few seconds before deciding either:

A) to stay and continue looking around or

B) to click away.

While a strong headline on a landing page, blog post or other piece of copy will capture a reader’s attention, prompting that reader to choose option (A), a weak headline will have readers scrambling for option (B).

Of course, as your business’s objective is to boost conversion rates, and – in turn – boost sales, option (B) must be avoided at all costs.

Average conversion rates for business websites range between 5 and 10 percent. For many business owners, such figures seem pretty decent. However, if you refuse to settle for conversion rate mediocrity, creating killer headlines can help your business achieve rates of 15 percent, 20 percent, 25 percent and beyond. When coupled with engaging, persuasive website copy, headlines can help conversion rates sky rocket.

Below are some headline writing tips and tricks for boosting conversion rates on your business’s website.

Keywords Are Key: In addition to boosting search engine-optimization (SEO) — so that potential customers can find your business’s website copy more easily when searching the web — incorporating keywords into your headlines will let your audience know that they have found what they’re looking for. For example, if you’re writing an article on how headlines impact conversion rates, “headlines” and “conversion rates” should be right in the headline (see above). Don’t make obscure references to the subject matter: spell it out so your audience knows what they’re in for (otherwise they might not continue reading).

Incentive, Incentive, Incentive: Keeping with the notion of spelling it out for your online audience, a strong headline needs to give your audience an incentive to continue reading. When crafting a headline, put yourself in the shoes of a potential customer and ask, “What’s in it for me?” A headline that boosts conversion rates will succinctly explain how your products/services can benefit customers and/or why your products/services are superior to those of your competitors.

Lights, Camera, Actionable: To ensure that your headline captures the attention of potential customers, avoid using passive phrases. Instead, your headline should be actionable and contain verbs and action words. For example, while customers will know what to expect when they read the passive headline “Copywriting Tips,” they will — very likely — be more drawn to an actionable headline that reads, “Learn How to Optimize Your Copywriting by Following These 5 Steps.”

Powerful Prose: Never shy away from your expertise when crafting a headline. If you want to boost conversion rates, you need to show your audience that you are an authority on the topic that you are writing about. To do this, avoid wishy-washy terminology and use “power” words like “must” and “best.” For example, a powerful headline could start with the phrases, “The Top 3 Things You Must Know About… “ or, “The Best Solutions For …”

Landing Page Lingo: For boosting conversion rates on landing pages that are directed from pay-per-click (PPC) ads or other forms of advertising, make sure that page headlines reflect what those ads promised (otherwise, potential customers might not realize that they are in the right place). To ensure that an ad phrase and its corresponding landing page headline sync up, you could repeat the ad phrase in the headline or answer a question in the headline that is asked in the ad phrase.


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