Primary Content Breakdown:
1. Headline:
In one single sentence (two at the most), you must answer the question that all your visitors will be asking – “What does your company do?”
A good headline will answer this burning question — so it needs to short, clear and describe what you do perfectly.
You want your visitors to read your headline and think – “Hey, that’s me! I need this!”
Here is a great example of a simple, effective headline that says a lot:
Source: Basecamp.com
If you are working on a project with other people and are having the same problem, this headline will get your attention.
It’s nothing fancy, but it gets the message across perfectly.
2. Sub-Headline:
You have an opportunity to define your service/product in a bit more details with your sub-headline.
The brief description should answer – “What problems do you solve for me?”
Here is good example of an effective sub-headline:
Source: Leadpages.net
In one short phrase, it tells you how their product can help you.
In this example, their users can use their product to create pages to generate more customers!
3. Primary Call-To-Action:
A Call-To-Action provides directions and asks / tells your visitors to do something – to take the next step.
This can be “call us now” or “click for a free quote”.
Also, pay attention to Shopify’s headline and sub-headline. Very effective! – Source: Shopify.com
Think of a call-to-action as a direction indicator. We all know how to take direction because we do this every day in the real world.
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This sign lets you know you are heading eastbound, and you can get to Redlands by turning right on Exit 40A.
We find these signs and arrows very helpful in our daily life, so why not use it on your website to guide your audience on what to do or where to go?
This is especially true if they want to make a commitment because they resonate with what you have to offer (your headline and sub-headline).
Don’t expect your visitors to know what to do next — they don’t.
You want your visitors to visually see that there is a next step that they can take, so never be shy about telling them what to do in a helpful way.
Imagine this: You find a random restaurant and see a menu by the door. You step inside and you see the host standing there, but he doesn’t say anything. He doesn’t proactively ask you how many people you have in your party, nor does he attempt to lead you to the seating area.
You end up just standing there, wondering – “what’s next?”
Does that make you feel good and confident about the business?
