Wander the halls of the internet for a few seconds and you’ll run across a group of sites that make the same problem with their landing page headers.
They’re writing slogans, not good header copy.
Here are a few examples of what we mean:
- Finally, a CRM to love
- Make Work Wonderful
- Thrive Everywhere
Headlines like these leave us wondering… What does that even mean? How? Who?
Why you should avoid slogans?
When headlines seem more like campaign slogans or brand taglines, that’s when you should be worried.
When it comes to homepage or landing page headers, customers want information.
They need to be hooked. And if they’re not hooked right away, they’ll leave.
What should you write instead?
PersistIQ’s homepage is an excellent image of what good copy looks like in 2022. It reads,
“The outbound automation tool designed for small teams.”
This is good for two reasons:
- We know exactly what their product does (outbound automation).
- We know what makes their product unique (it’s built for small teams).
We’re hooked. Imagine if the PersistIQ landing page header read,
“Sending emails has never been this pretty.”
This is a flashy line of copy. But it tells you nothing.
Final recommendations
In closing, we recommend making it clear who your header copy is for, what it does for them, and how it helps.
Maybe it’s not as fancy or exciting to write, but it’s certainly more effective.
