How To Keep Visitors On Your Website
I love a good website headline. One that clearly tells me what a business is about and doesn't include overused business buzzwords. You know what I'm talking about. The corporate language everyone throws around to the point certain words have become almost meaningless. Not sure what words I'm talking about? Here's a list of some of our (least) favorite overused words:
Elevate
Leverage
Innovative
Alignment
Cutting-edge
Streamline
Value-added
Game-changer
Forward-thinking
Revolutionize
I look at a lot of websites, and one thing I see over and over is businesses that feel the need to impress potential customers by using big words. Here's the problem: big words don't make people or businesses sound more intelligent. It just makes them harder to understand.
Big words confuse. And if you confuse, you lose attention.
Too many websites have headlines full of overused business buzzwords, which don't SAY anything to help set them apart from everyone else. Please don't make this mistake.
The average person reads at a 7th grade reading level.
So you headline needs to be simple and direct. If you make people TRY to figure out what you do instead of TELLING them what you do, they'll bounce.
One of my favorite website headlines is for Indeed, the job search website. Most people know what they do, but they don't take that for granted by using something convoluted such as:
"We help elevate job seekers to leverage their potential."
Huh????
Nope. They are simple and direct.
"We help people get jobs."
Boom! Clear and to the point. I love it! There is no confusion about what they do and how they help people. It's not wordy. And there isn't a single word there people wouldn't understand.
If you want to capture a new website visitor's attention, you have about 8 seconds. That's it. And if you fail, they are gone, likely to never return.
Your website's homepage is your virtual storefront, so if you want to catch a passerby's attention, you need a strong header with a great image and a compelling headline that grabs their attention and keeps them hanging around.
Your Website's Prime Real Estate
Your website's header is considered Park Avenue, and this area is called above the fold. This is the part of your website visitors see first when they land on your homepage and don't scroll. It must be as compelling, engaging, and CLEAR as possible to keep visitors hanging around. A good header consists of:
1. A strong headline
2. Compelling image
3. CTA button
Why Does A Good Headline Matter?
Does a strong headline really make a difference? You bet! Your ideal clients are researching you long before they contact you. In fact, as much as 80% of their buying research is done before they contact you. And much of this is being done on your website. So if your website isn't catching their attention as soon as they land on your homepage, they will leave and move on to the next one on their list.
First Impressions Matter:
The statistics speak for themselves. According to a study by Microsoft, the average human attention span has dwindled to a mere 8 seconds (there's that number again!) – less than that of a goldfish (sorry, Ted Lasso.) In this brief window, your website headline must make a memorable first impression. A captivating headline serves as the digital handshake, setting the tone for the visitor's entire browsing experience.
User Engagement and Retention:
An effective headline captures attention and entices users to stay, reducing bounce rates and increasing overall engagement. It acts as a guide, drawing visitors into the story your brand wishes to tell. It's the first piece of information that helps confirm they are in the right place and aren't wasting their time.
SEO Impact:
Search engines prioritize relevant and engaging content. Crafting a headline that resonates with your audience not only captures human attention but also boosts your search engine ranking. According to a study by Backlinko, pages with headlines containing target keywords perform better in search results, increasing visibility and driving organic traffic.
So What Makes a Headline GREAT?
It answers two key questions:
1. What do you offer?
2. How will it make your customer's life better?
Going back to the Indeed example:
"We help people get jobs."
This headline answers both questions:
1. What they offer - Help for job seekers
2. How it will make their lives better - People get jobs
Next is an image that demonstrates someone enjoying your service or an example of your service.
For example:
· If you're a financial advisor whose ideal client is young families, you want to include a picture of young families doing something enjoyable and aspirational (something other young families want for themselves.)
· If you're a photographer, this is an opportunity to display your best images.
Ensure your image ALIGNS with your ideal client. If you're an interior designer and your ideal client is a single male, don't show past examples of your work, such as a child's playroom or a feminine bathroom. Instead, focus on showcasing spaces that single men care about – offices, libraries, and lounge spaces.
Lastly, always include your CTA in the header section below your headline. Make it very clear what action visitors need to take to engage with you. If you want them to book a call, say "Book A Call.' Don't say "Learn More." Or worse yet, something clever that could mean different things to different people. There's plenty of time for your brand voice and personality to come out. That time isn't on your homepage, where you need to be direct and clear. Tell them what you want them to do because if we don't tell people clearly what action we want them to take, they will do nothing.
When creating your website's headline, remember that simple is powerful. You'll connect with site visitors faster by steering clear of overused buzzwords and focusing on directly communicating what you offer and how it benefits your ideal customers. Your website's header isn't just prime real estate; it sets the tone for your brand. So, make it count. Keep it clear, inviting, and direct.
