Written by Fernando Maciá
Índice
And the fact is that a large amount of web content passes through our eyes. We only stop to look at an interesting headline. The headlines of our page are the point where the visitor decides to follow or not. Spending a few minutes on headlines can mark the beginning of a profitable phase in your web business.
The first page that visitors to your site come across is the home page. At this point is where the visitor decides to continue browsing through our site or leave to another portal of the competition.
On the home page we cannot show all our services, attributes or benefits for space and usability reasons. The only weapon we have to give our readers a clue about our subject matter is to place headlines that link to internal pages where the information is expanded.
Writing these headlines effectively can significantly increase the number of page views on our site and, consequently, convert our visitors into customers.
Here are some examples of effective headlines based on the theories of web business consultant Andrew Neitlich, some direct marketing theories and our experience analyzing website traffic from different online business sectors.
The five deadly sins of SMEs- In which hands do you leave the Web of your company? 10 Tips to avoid mistakes
The five deadly sins of SMEsHaving a list of “don’ts” is very attractive to readers’ curiosity. The trick here is that the list should not be too long. Memorizing a long list of things not to do is difficult. Do you know the 10 commandments of the Church by heart?
2) A secret that everyone wants to know
- How can I deduct all the VAT I pay?
- Does the company have the right to install signs or banners on the facade to advertise its economic activity?
The trick here is to keep the secret we expose small or short. If the headline were “how to make more money in my company” it would not be very interesting because the reader knows that this secret is based on many secrets in turn, i.e. the reader wants to learn the secret quickly, they do not want to be told a long story.
3) A question and answer
- How to attract visitors to my website? Applying the shopping mall model
- Customer loyalty? Start with your people first
Headlines in the form of a question attract the reader’s attention. If the question is also interesting and induces a short answer to guide the reader on the subject of the same, the increase in the click rate on the headline is guaranteed.
4) An irresistible benefit
- How to get the maximum profitability from your participation in trade fairs?
- How to improve the bottom line: balancing work and family life
“Free” is the most attractive word in our entire language. As we cannot always put it in a headline, we can place a word or phrase that denotes a great benefit.
5) A manual, a guide, a tip or simply start with a “How to”.
- How to create an effective ‘subject line’?
- How to use creativity at the beginning of the year?
The Internet is the ideal medium for learning. A very high percentage of information searches on the Web are aimed at learning new things. Any headline written in tutorial form increases its appeal.
6) Numbers inviting to view information in listings
- 15 benefits of good customer service
- 25 questions to ask yourself when planning an e-mailing campaign
Many tips are recommended when writing for the web. Some recommend presenting the information in lists to make it easier to read. The only way to let the reader know that they are going to come across a listing is to place an obvious clue in the headline. A number (breadth of the list) followed by the topic in question will be enough to get your attention.
These tips or suggestions help us at the beginning of the writing of the contents of our website. However, each market or sector has its own history.
Try to complement your headline analysis with the information that is subsequently recorded in your web statistics system.
Find out which headlines your visitors click on the most and draw your own conclusions on how you should write your headlines.
