• Orit Wittenberg

4 Ways to create a GREAT hero headline (+ examples)—the ‘Write Your Own Homepage’ series

When someone lands on your site, they enter into a conversation with you. Question is: will they engage?


(Image credit: Noa Ratinsky)


What happens when someone visits your site?

Do they engage, or do they—literally—bounce?


That depends a whole lot on your hero section (= the welcome screen of your homepage, before users have to scroll).


The hero section alone will not usually make a sale or convert users. But it should:

✅ State your unique value proposition

✅ Clarify what problem you are solving for whom

✅ Entice users to continue reading


Of course, the headline has “helpers,” like a sub-headline, bullets, a CTA, a click trigger. (More on those in my next post.) Together, they give a full picture of your key differentiators.


Still, the headline itself is critical.


Opening with a wishy-washy headline is like starting your conversation with a big ole “buh bye.”


Instead, you want to lead with a headline that does one or more of the following:

1️⃣ Provides clarity

2️⃣ Invites curiosity

3️⃣ Grabs attention

4️⃣ Names a pain


Here are 10 websites with hero headlines that fit nicely into one of these 4 categories.


Let’s have a look at what they’re doing, and why it works.


1. Clarity-driven headlines

These headlines are simple. They’re clear. And they never leave your visitors guessing. This can mean spelling out what you do, or what solution you offer.


- Spell out what you do:

roikit



- Spell out the solution you offer:


CXL Institute


crazyegg



Trello


2. Curiosity-driven headlines

These headlines cause visitors to engage almost automatically. Posing a question or having them fill in implied information is like challenging your visitor to an intellectual duel. Will they accept?



- Ask a direct question:

NeilPatel



- Make users fill in gaps (with their minds 🧠):

Acuity Scheduling


3. Attention-driven headlines

Attention-Interest-Desire-Action. That’s AIDA, a classic copywriting formula often applied to homepages because it works. There are so many ways to grab attention. Here are just 2 examples.

- Lead with a pattern interrupt or unexpected statement:

Rena Yudkowsky - ReMembership



Liba Lurie



- Say it in a word. Or two:

AirBnB


4. Pain-driven headlines

These types of headlines are less common, since homepages are a catch-all for visitors with different levels of awareness and different pains. Still, when feasible, a pain-driven headline can be extremely effective.

- Lead with a pain point:

Simon McCade


There you have it, folks


Four different directions to take your headline in.


Give it a try. For bonus points, see if you can come up with 4 variations of your headline—1 for each category.


And here’s a secret 🤫: You don’t need to nail it in one go.


You can test and re-test how various headline options perform until you hit on the one that seems to leave your visitors saying, “Yes, yes, yes!”


Happy headlining!