5 Reasons Why Headlines Are Crucial To Your Website’s Success
Copyright © 2002 by Robert D. Boduch
Without a powerful headline, your message stands little chance of being noticed in an increasingly competitive marketplace. If your headline doesn’t capture attention and pull prospects into your copy, than your marketing effort is a total waste of energy and resources.
Nothing is more important to getting your message noticed than your headlines. If you’re not allocating a sizable percentage of your time and creative effort to headline used on each page of your website, you could be losing out on a large chunk of business.
Top copywriters understand this concept well. They know how essential it is to capture attention by literally stopping pre-occupied prospects in their tracks.
Following are five good reasons why your site headlines deserve greater emphasis and attention.
1) Headlines Are Natural Attention Getters. Most online prospects quickly skim web copy looking for a reason to stay or a reason to go. No one reads body copy of a page without first being pulled in by a strong lead, delivered by a compelling headline or sub-heading.
Headlines are first things your visitors see. They jump right out visually and command attention by being set distinctly above rest of text. Often typeface, size, and style used for headlines contrasts with that used in body copy. This proven approach naturally attracts eyeballs, virtually forcing interested prospects to grasp key message and to read on due to its magnetic appeal.
According to advertising legend David Ogilvy, 5 times more people read headlines than body copy. Although Ogilvy was talking about print advertising in general, observation is certainly applicable to websites as well.
With 5 times readership, headlines have power and capability to make any message much more successful.
2) Site Headlines Serve As Valuable Guides To Busy People. Headlines reveal key details. They tip off readers as to what follows. A strong headline provides clear signals to help readers decide whether they should stick around for full message, or dash off to something else – something better suited to their own special needs and interests.
As a summary of entire piece, headlines either help sustain continued interest and readership, or they repel it. Without a headline, reader is forced to wade through a portion of text to understand meaning and relevance. Forcing readers to do this is to risk losing them altogether. It’s sales suicide. In effect, having no headline will cost you at least 80% of your potential audience.