In the world of direct response copywriting, your landing page headline is your first and best chance to make a lasting impression.

It’s the gatekeeper that decides whether visitors stay or leave.

You have just a few seconds to capture your reader’s attention. In those do or die moments, your headline needs to snatch their attention and get them to keep reading. If your headline fails to do this, all the effort you put into the rest of your landing page is wasted.

In this blog post, I’m going to teach you how to create landing page headlines that dramatically boost your traffic, engagement and conversions. You’ll discover why headlines are crucial, uncover best practices, and gain 8 proven headline formulas that’ll hook your reader’s attention like a fish.

Simply put, it's the main title or phrase at the top of your landing page.

You've probably heard the saying, "You never get a second chance to make a first impression."

Well, in the world of copywriting, your landing page headline is that first impression.

Its singular goal is to get your readers to read the first sentence of your body copy.

Imagine:

​You’re trying to lose weight and you stumble upon a page with the headline, "How to Shred 20 Lbs in 30 days - Without Giving Up Food You Love” Instantly, you’re intrigued. You want to know more, right? That’s the magic of a well-written headline. It promises a benefit, piques curiosity, and pulls the reader in.
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Your landing page headline is the unsung hero of your copy.

Without a compelling headline, even the most well-crafted copy won’t get the attention it deserves.

​Here’s why your headline is so important:

In just a few seconds, visitors decide whether to stay or leave. Your headline needs to hook them instantly, making them want to read more. It’s the first impression that sets the tone for the entire interaction.

A good headline gives readers a preview of what they can expect. It promises a benefit or solution that resonates with their needs or desires. If your headline aligns with their interests, they’re more likely to continue reading.

The primary purpose of a headline is to get readers to read the first sentence of your body copy. If your headline is compelling enough, it leads them into the rest of your content, increasing engagement and the likelihood of conversion.

A powerful headline can significantly boost your conversion rates. When visitors are intrigued and interested from the get-go, they’re more likely to follow through with your call-to-action, whether it’s signing up for a newsletter, making a purchase, or downloading a resource.

Including relevant keywords in your headline not only attracts human readers but also helps with search engine optimization. This increases the chances of your landing page being found by people searching for solutions you provide.

Remember, a great headline is more than just a catchy phrase – it’s a strategic tool designed to pull readers into your content and drive them towards action.

Writing an attention-grabbing landing page headline might seem daunting, but following a few tried-and-true best practices can make the process much easier.

​Here’s how to ensure your headlines are consistently attention-grabbing and effective:

The best headlines speak directly to the specific audience you’re trying to reach. Make it clear who your message is for. For example, if you’re targeting aspiring copywriters, a headline like "Aspiring Copywriters: Discover How to Land High-Paying Clients" immediately identifies and appeals to your audience.

Your headline should be easy to read and understand at a glance. Avoid jargon or complex language. The goal is to convey your message quickly and clearly. Think of it as your elevator pitch condensed into a single sentence.

Readers are always asking, “What’s in it for me?” So…make sure your headline clearly communicates the main benefit or value they will get from reading further. For example, "Boost Your Conversion Rates by 50% with These Simple Tips" directly tells the reader what they stand to gain.

Adding a sense of urgency can motivate readers to act immediately. Phrases like "Limited Time Offer" or "Today Only" can create a fear of missing out, encouraging readers to engage right away.

Even the best copywriters don’t get it perfect the first time. Use A/B testing to see which headlines perform better, and continually refine based on what you learn. This iterative process will help you discover what resonates most with your audience.

Now that you know the importance of a powerful landing page headline and the best practices to follow, let's dive into some headline formulas that are proven to work. These formulas will help you craft headlines that grab attention and compel readers to take action.

“How to [Achieve a Desired Outcome]”

​The "How to" formula is a classic because it directly addresses the reader's needs and promises a solution. This type of headline works well because it immediately tells the reader what they will learn and the benefit they will gain. Here's how to craft one:

Example: "How to Triple Your Email Open Rates in 30 Days"

​To use this formula, simply fill in the blanks with a specific action and desired result that will resonate with your audience.
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“[Number] Ways to [Achieve a Goal]”

The "List" formula is highly effective because it promises a set of actionable tips or strategies. Lists are easy to digest, and readers love them because they can quickly see the value they’re getting.

​Here’s how to create a compelling list headline:

Example: "7 Proven Strategies to Boost Your Website Traffic"

“Are You [Struggling with a Problem]? Here’s How to [Solution]”

The "Question" formula is powerful because it engages the reader by addressing a common problem they might be facing and immediately offering a solution. This type of headline creates curiosity and encourages the reader to seek answers.

To use this formula, simply fill in the blanks with a specific problem your audience faces and a concise solution that you can provide.

​Example: "Are You Struggling to Convert Leads? Here’s How to Fix It Fast"
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“[Command] to [Achieve a Result]”

The "Command" formula is effective because it uses direct, action-oriented language that tells the reader exactly what to do. This type of headline is straightforward and creates a sense of urgency, encouraging immediate action.

​Here’s how to craft a compelling command headline:

Example: "Learn to Write Headlines that Convert Like Crazy"

“[Number] Reasons Why [Something is Beneficial]”

The "Reason Why" formula works well because it promises clear, logical explanations that appeal to the reader’s curiosity and desire for understanding. It’s particularly effective for providing evidence or justification for a claim.

Example: "5 Reasons Why Your Landing Page Isn’t Converting (And How to Fix It)"

To use this formula, fill in the blanks with a specific number and benefit that your audience finds valuable. This structure appeals to readers by offering detailed, logical explanations that address their needs or questions.
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“Secrets to [Achieve a Desired Outcome]”

​The "Secrets" formula is compelling because it suggests insider knowledge or exclusive information that the reader doesn't already know. This type of headline generates curiosity and a desire to uncover these "secrets." Here’s how to craft an intriguing "Secrets" headline:

Example: "Secrets to Effortless Weight Loss Revealed"
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“[Problem]? [Solution]”

The "Problem/Solution" formula is highly effective because it directly addresses a common issue your audience faces and immediately offers a remedy. This type of headline resonates with readers because it shows empathy for their struggles and provides an immediate path to relief.

Start by pinpointing a specific problem that your audience is likely experiencing. This problem should be relevant and significant to them. Then, immediately follow the problem with a straightforward solution that you can provide.

​Example: "Low Conversion Rates? Here’s How to Fix Them Fast"
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“Get [Desired Result] in [Time Frame]”

​The "Benefit" formula is powerful because it combines a clear benefit with a specific time frame, making the promise both appealing and urgent. This type of headline works well because it tells the reader exactly what they will gain and how quickly they can achieve it.

Example: "Get More High-Paying Clients in Just 30 Days"

Take these headline formulas out for a test drive the next time you write landing page copy.