There is one element above all else you can change on your website to get a better response. Can you guess what it is?
Here’s a quote about it:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” – David Ogilvy
Firstly let me ask does your website even have one?
If it does well done you are ahead of many businesses who often go for pretty imagery and bury their important marketing message further down the page.
Second does your headline make it immediately clear to your best possible clients what you do and how you can help them?
Now before you say yes ask them. Get some real world feedback because 9 out of 10 sites I look at don’t. Even big companies mess this up. Pick any niche and look at some of the sites that come up first page on Google.
Here’s an example I found from a popular email campaign management service. I kid you not at the time of writing their headline is:
“See your customers in full color.”
Now when David Ogilvy he was talking mainly about print advertising however the quote applies even more to a website. You have mere seconds to capture your best client’s attention or they’re gone.
Going back to the email marketing company above they are wasting a lot of their hard gained traffic by being ‘clever’ with their message instead of letting clients know what’s in it for them.
So take 2 minutes now and check are you using a headline? Is it written in powerful language that tells potential clients what you can do for them. Don’t overlook the simple power of changing this one element on your website. Small, but important, changes have powerful impact!