How to Write Better Website Headlines (In Minutes)

Want to know the best salesperson on your website?

You might think it’s a fancy video or even an AI chatbot. But the truth is, the best salesperson on any website is the headline at the top of the page. Whether it’s your homepage, a landing page, or even a blog post, the headline is what persuades people to keep reading.

Unfortunately, many website headlines are pretty weak. As a result, visitors leave without engaging, your content doesn’t get read, and you miss opportunities to generate leads for your business.

If you’re ready to create better headlines that grab attention and deliver results, this post will show you exactly how to do that.

Why most headlines fail

Most headlines fail because they’re vague, boring, or focused on the business instead of the audience. Let’s break it down.

Take a headline like, “Welcome to Our Website.” It’s generic and doesn’t give visitors any reason to stay or engage. It’s not clear, benefit-driven, or even remotely interesting.

Another common mistake is when headlines focus on the business rather than the audience’s needs. For example, “We’ve Been in Business for 20 Years” might be a proud statement, but it doesn’t tell your audience why they should care.

Instead of being generic or self-focused, think about your audience. What are they looking for? What problems do they want solved? Address those questions in your headline, and you’re on the right track.

Here’s an example of a weak headline:

• Weak Headline: “Affordable Lawn Care Services”

And here’s a stronger alternative:

• Strong Headline: “Turn Your Lawn Into the Envy of the Neighborhood—Fast.”

The second headline communicates a clear benefit and creates curiosity. It gives the reader a reason to keep reading.

Take a look at your own website’s headlines: Do they make your audience pause and think, “Hmm, what’s this? I want to know more”? If not, they could use some work.

A simple framework for writing headlines that work

If writing headlines feels daunting, don’t worry. There’s a simple framework you can use to create compelling headlines every time. It’s called:

[Action or Result] + [Specific Benefit] + [Urgency or Curiosity]

Let’s look at how it works with a few examples:

Instead of saying something generic like “Business IT Services,” you could say:

• Protect Your Business Data With 24/7 Managed IT Support—Starting Today.

Here’s how that breaks down:

• Action or Result >> “Protect Your Business Data”
• Specific Benefit >> “With 24/7 Managed IT Support”
• Urgency or Curiosity >> “Starting Today”

Here’s another example:

• Secure Your Property in Days With Fast, Affordable Security System Installation.

Here’s how this headline breaks down:

• Action or Result >> “Secure Your Property”
• Specific Benefit >> “With Fast, Affordable Security System Installation”
• Urgency or Curiosity >> “In Days”

Notice how these headlines are clear, benefit-driven, and create curiosity. 

Here’s a quick exercise: Pick one of your website’s headlines and rewrite it using this formula. Create three versions, and then choose the one that resonates the most. You’ll be surprised at how much stronger your headline becomes!

The importance of sub-headlines

Now that you’ve got your main headline nailed down, it’s time to focus on sub-headlines. Think of these as the supporting cast that helps your headline shine and guides readers through the page.

Sub-headlines serve three key purposes:

1. They help skimmers quickly understand what the page is about.
2. They support the main headline by adding more benefits or details.
3. They break up the page into smaller sections, making it less visually intimidating and easier to read.

Here’s an example of how a main headline and sub-headlines can work together:

Main Headline: “Simplify Payroll in Minutes With Our All-in-One Solution”

• Sub-Headline 1: “Save Time and Avoid Errors With Automated Compliance Tools”
• Sub-Headline 2: “Built for Small Businesses: Affordable and Easy to Use”
• Sub-Headline 3: “Get Expert Support When You Need It Most”

Notice how the sub-headlines build on the promise of the main headline while giving skimmers a quick overview of the page’s content.

When writing sub-headlines, keep it simple. Highlight additional benefits or share something else important to know. It doesn’t have to be perfect—just make sure it’s clear and adds value.

Where good headlines make the biggest difference

Great headlines aren’t just for your homepage. They can make a huge impact in other areas of your website and marketing, too. Here are three key places to focus on: