What are the marketers views of websites that use powerful headlines as the centrepiece of their site?
I know headlines are used to draw a reader in, so they're often a deciding factor on whether the reader continues to read.
What are your opinions of them on websites?
Examples are below:
http://www.theresumator.com/
http://www.45royale.com/
http://www.basecamphq.com/?source=37signals+home
http://www.getballpark.com/
Cheers
It's a no brainer really. A strong headline is absolutely essential if you plan on converting any decent number of visitors into customers.
Any website which uses a large headline is on the right track, because it draws the readers attention in, focuses them and compels them to read multiple paragraphs of text.
Poor headlines such as 'WELCOME TO XXX' are just as bad as no headline at all in my opinion. It actually surprises me how many clients I've had who keep their original 'Welcome to XXX' and add my headline underneath it. The whole point of the headline is to be the one and only focal point of the page.
As for those sites:
http://www.theresumator.com/
Very good, strong headline. It hits the visitor with the primary benefits, qualifies them and has a sub-headline which plain and simply explains what their site does.
http://www.45royale.com/
Bit crap really. They have a headline which stands out but it's all about them, not the reader. No one cares if they're 'dedicated', no one cares if they're based in a 'bustling metropolis' and no one cares about what they love doing.
There's no benefits, no qualifying and nothing to compel the reader to read further.
http://www.basecamphq.com/?source=37signals+home
This one is decent. The main headline is a bit weak as it simply says 'better' which is a rather meaningless word and doesn't have any sort of impact on the visitor. They do use the word 'the' as a way of introducing their software as 'THE' number one solution.
The sub-headline is good, as it clearly explains what they offer in a no-frills manner. They don't seem to be going for a benefit-driven front page though. Instead they're attempting to create an emotion of jealousy within the visitor, which can be an effective method. They use the term 'the' and mention a whole host of big important brands. This makes the reader feel like they don't want to miss out, or that they're lacking against competition.
http://www.getballpark.com/
Again, they're going for the same method as Basecamp. 'Better' is a rather useless word and overall, the headline won't do a good job of compelling people into signing up. This and the Basecamp site are either made by the same people, or one is copying the other. Either way, basecamp pulled this strategy off, Ballpark hasn't; it's missing some vital parts and most of the juicy benefits are below the fold.
