Hardik Dewra
1 min read
Why most landing page headlines do not convert
A weak headline says what the product is. A strong one says what it does for the reader. The difference takes five seconds to test.
Most landing page headlines fail for the same reason. They talk about the product instead of the problem it solves.
Weak: describes what your product is.
Strong: shows what it does for your customer.
Your headline is the first thing anyone sees, and for most visitors it is the only thing they read. If it is about you, the reader has no reason to keep going.
The test
Before you publish, read your headline and ask one question:
Does this make the buyer feel seen?
If the honest answer is no, it is describing a product to someone who has not yet decided they care.
What to change
Take whatever your headline currently claims and ask what it means for the person reading it.
"Advanced reporting suite" becomes "Know which campaign made money before the month ends."
"Enterprise-grade security" becomes "Pass your customer's security review without a three-week delay."
The product did not change. The headline stopped being about the product.
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