Writing hero headlines for homepages is one of the most important jobs a copywriter is asked to do. Here are two proven options.
Take a look at 100 business websites, and you'll probably find that around half have a headline at the top of the homepage that begins with some kind of command.
Also known as an imperative verb, it will often be something like:
Get
Discover
Convert
Connect
Eliminate
Create
Simplify
You get the idea. In a nutshell, this method is commonly used to project the main benefit of using that business' product or service in a short, snappy way.
As a freelance copywriter specialising in websites, starting with an imperative verb is a technique that I use all the time.
'Generate beautiful websites in minutes'
'Simplify your creative thinking process'
'Upskill your workforce with bite-size remote learning'
'Level-up your sales with the UK's most sophisticated conversation analysis platform'
That kind of thing.
But that's not the only way to do it.
The power of a bold statement in a headline
About half the time, the imperative verb will not be used. Instead, you'll see a bold statement in the hero header.
The idea here is that the whole business can be summed up in a few words.
This approach works especially well with established companies, but there's no reason a smaller business can't be bold, too.
Here are five examples from some fast-growing SaaS companies:
1. LINKTREE
Everything you are. In one simple link in bio.
2. MIRO
Welcome to the innovation workspace
3. NITRO PACK
One Platform. All speed optimizations. Automatically.
4. TEYA
Payments made for you
5. TINES
The smart, secure workflow builder
As you will see from the above examples, the more specific and bold the claim is, the better.
Nitro Pack and Linktree are especially good. Miro, Teya, and Tines are little more generic.
One reason people choose headlines like this – even the generic ones – is because they are short and, therefore, require very little of the first-time visitor.
If the headline is vague, it's the job of the intro/sell to explain the benefit of working with that company.
Copywriting headlines that work
If you are a freelance copywriter or a business owner who is keen to make the most of the hero section, it's a good idea to experiment with both approaches to see which works best.
Assuming you have sufficient traffic for meaningful data analysis, imperative verb headers can readily be measured against a bold statement over the course of several weeks to see which encourages visitors to linger for longer.
As with most things on a homepage, A-B testing is always recommended.
Written by Mike Peake, UK freelance copywriter and website content writer.
T: +44 (0)208 133 4306
