It may seem like making your web visitors chuckle with a clever headline will only help increase conversion rates. After all, if you put them in a good mood, they’ll likely see your call-to-action in a positive light, right?
The problem is, not everyone in your audience is as clever as you are. While some may immediately get the reference, some may miss your point completely. When the latter happens, your conversion rate takes a hit, while your bounce rate balloons up.
While clever headlines may help win some people over, relevant headlines come with additional benefits:
Some landing pages are perfectly suited for being indexed by search engines. These include pages that don’t have time sensitive data, or group-specific offers. SEO’d landing pages can help you increase brand awareness and increase leads/sales. Writing headlines that include relevant keywords help the search engines properly index you.
A clear headline is one that can be understood immediately by everyone who reaches your landing page. This is important since you have mere seconds to capture the attention of visitors. A clear, benefits-driven headline will work well to capture the attention of your visitors.
Having a concise headline is important because visitors will only skim your page before deciding if they should stay and learn more. Capturing them with a short, sweet headline keeps them longer and increases your chances for winning the conversion.
A relevant headline is the start of the path towards your call-to-action.
No doubt, headline writing can seem like an art. It has to include relevant keywords without being too wordy. And within those few words it has to capture the attention of your visitors and draw them towards your call-to-action. The good news is, online testing allows you to try a variety of different headlines on portions of your traffic to see which one works the best to increase your conversion rates.
Effective web page headline writing is part art, part science, and all about relevance.