One of the issues I come across most often when reviewing the websites of our clients, is that the website doesn’t immediately make clear what its purpose is.
The average web user has a very short attention span. Your website has about 4 to 6 seconds to make an impact, or the user will click that back-button and go somewhere else. So you need to grab that user’s attention and not let go.
The first thing a user will look for when he lands on your site’s homepage is the headline. That headline will tell the user what kind of site he’s on and if it fits with his current needs. If the headline falls short, chances are the user will go somewhere else.
So the headline on your homepage is very important. It needs to describe what your site’s goal is and how a user can benefit from sticking around. Just putting your company slogan there is usually a bad idea, unless you have a really good slogan that perfectly nails your core business. Usually this is not the case.
Let’s use an example. Imagine you’re looking for a special travel arrangement to take your spouse on for your 10th anniversary. You come across a website that has this headline:
This might work fine as a company slogan, but it doesn’t tell you anything about what that site’s purpose is and whether or not you can find what you’re looking for.
Now let’s try a different headline:
Great Travel Arrangements For A Unique Holiday
That already tells you a great deal more. It’s obviously a travel site and it sells arrangements. Seems like this is a worthwhile site to take a closer look in.
Don’t be afraid to experiment with different headlines to see which one works best. Many aspects of building a better website aren’t an exact science, it’s about trying out different things until you hit the right formula.
There are many more factors that come into play when turning a user into a customer, but it starts with getting the user’s attention. And a great headline does just that.
P.S. A good headline that contains relevant keywords will also help you with getting found in search engines.