There are two copy elements that you just have to get right first time around for your landing page to be a success. These are the headline and the call to action copy. These two have to be in sync and there is a scientific approach to create them. I will focus on headlines in this post and then tomorrow post about call to action copy.

Headlines

I created a 4 letter acronym which sums up everything that a headline needs to be – SSFS, sounds cool right? SSFS stands for:

• Specific
• Succinct
• Focused
• Set Expectations

Your headline should be written with a specific purpose or goal and must be succinct enough to draw attention and attract a click, which is very important if you depend on Google or Bing Organic traffic for living. The headline should focus on one thing that your prospects believe to be highly desirable. Lastly the headline must reflect the expectations of the visitor else you will have very high bounce rates.

Headline writing techniques

Writing headlines is not an easy task I have been in digital marketing for over a decade and to be honest I am still consider myself as an amateur when it comes to writing headlines. The reason why its difficult is because as marketers, we are often far too close to our own products or services to be able to present its benefit or purpose in a way that speaks to our customers. Too much “insider” information floods our headlines and results in us missing the plot when it comes to communicating effectively with our audience. Here are 5 proven headline formulas that can help you get started.

All gain, no pain approach

This strategy is perfect when your potential customers have a clear pain point that they would want to eradicate. Here is the formula

Get the [Rarely Seen But Relevant Adjective] Power of [What Your Product Does] Without [Pain]

Here is an example:

Get the Amazing Clarity of HD Sound…Without the Hefty Costs