2.1: Unique Selling Proposition (the headline & sub-headline)

Marketers tend to put a lot of pressure on crafting the best headline. Yes, it’s important, but c’mon, the headline has one job: to keep visitors on the page long enough to see what it’s all about.

The headline is the first thing people notice when your page loads, so your copy needs to do some heavy lifting to tell your visitors they’re in the right place. In order to keep visitors on the page, your headline must effectively:

  • Communicate the unique value proposition of your page
  • Have an obvious relationship to the ad or email that was clicked

The relationship from the original traffic source to your landing page is called message match.

Your headline is the first thing that people will see and read. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.

Your headline can only say so much if you want to make it easily digestible. The best way to keep your headline short and sweet is to add a supporting headline.

This can be used in two different ways:

  1. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence.
  2. To extend the message by applying an additional persuasive message that supports the primary one.