How long does it take to make a first impression? On fast-paced internet you’re likely to get less than 15 seconds. That’s all they’ll spend on your opening page unless you grab visitors with something that interests them.
And if you’ve spent effort and dollars to attract visitors, you don’t want to lose them in time it takes to back out of driveway. After all, if you’ve got something to sell, you’re not looking for “hits”, you’re looking for sales. The only item someone will buy in fifteen seconds is a face-value ticket to Super Bowl.
With advent of simpler, fast-loading sites with fewer graphics, headlines and text may be most important tools you have during those 15 seconds.
The objective of a headline is to interest visitor in reading text. Plain and simple. Without a well-written headline, visitors will never go far enough to investigate details of what you’ve got to offer. You don’t sell with a headline. That’s job of your text. All you want to do is get reader to desire more information.
--Choose right words First, certain subjects create more interest than others. Among most effective are money, wealth, love, health and safety. Practice writing three or four headlines using those subjects.
There are also words that seem to attract greater interest than others. Here are some of those words: Learn, discover, easy, new, proven, save, you, now and free
Now re-write your headlines incorporating those words.
And, of course, many effective headlines start with “How to…” or “How you can…”
--Use a question Many times a question works well because it involves reader. Ever heard this one? “Where Do You Want To Go Today?” Sure you have.
Here are some other ways to incorporate a question into your headline: “Have You Ever…?” “Do You Want To…” “Do You Think You Can…” “How Do You…”
--Experiment with your headlines Chances are, you’re not going to hit best possible headline on your first try. And nobody can tell you in advance what will work for your product or service. Don’t be afraid to experiment early on, trying to gauge response to each headline.
--Put a tracking system in place Make sure you have a system in place to track which headlines are generating response and which aren’t. An easy way is to make multiple, identical pages on your site. Each page should contain a hit counter. Then assign each headline you use to a particular page. The highest number of responses wins. Headline one might be www.yourdomainname.com/product/hd1.html and second headline aims visitors to www.yourdomainname.com/product/hd2.html.
Writing Effective Website Text
Now that you’ve perfected your headline, you should tailor your text to involve visitor in your site, describe what your product or service will do for them and lead them toward a sale. Here are some DOs and DON’Ts:
--Highlight Benefits People don’t respond to features, they respond to benefits (what product or service will DO for them or how it will make them FEEL). Therefore, turning product’s features into benefits is critical. For example, people aren’t interested in a six-cylinder, turbo-charged 280-horsepower engine. That’s a car’s feature. They are, however, interested in driving a car with quick acceleration to merge swiftly into highway traffic, pass slow-moving trucks on two-lane roads, etc. Those are benefits of engine. So stress benefits. Here’s an easy way to do that: