Using Headlines to Grab Visitors
You may have heard the term ‘content is king’ thrown around in marketing circles. This relates to the concept that the words and written content for the site are crucial not only for seo but for external advertising and broader online marketing. You content, including your headlines are the basis of what you are saying to your customers. Testing new ways of copyrighting is important to the success of a business, but what should you change and how should you change it?
Constantly altering your body text and main bulk of text in paragraphs can be a long process. While this may be beneficial to your SEO and PPC strategies, it wont have a huge impact on your sale one way or another. What’s important is taking a step back and looking at the page copy in a visual way to grab the attention of prospects. This means looking first and foremost at your headlines (or headers), which need to grab the attention of your prospects and intrigue them into reading more.
Testing can be the key to your success here, create a range of landing pages on your site, all with different styles of headings and opening paragraphs and see which ones generate the most traffic and conversions. Make full use of Google Analytics data and analyse bounce rates, exit rates and how long people are spending on each pages. In the case of B2B, most of your leads may come via phone, however, it’s still worth looking at visitor engagement using these statistics.
Are there many people viewing pages like About Us or Contact Us after reading your landing page? That can be treated as a positive sign because they’ve become interested in your business and are investigating further before making initial contact. If don’t know much about analytics or are struggling with recording website goals, find a good online marketing consultant to help you to come to terms with the data – until you do, all the testing and copywriting in the world can’t help you.
Words are very important for your ‘pre website advertising’ also. Your Meta data may be the first thing a user sees if they come via search or paid traffic and first impressions are vital. A PPC agency that is worth its salt should always be testing a minimum of two ad copy variations per set of keywords at any time in order to improve optimisation. You may have two companies offering the same service but it’s the way the words are written that can produce very different results, even if the overall message is the same.
Are you aware of the phrase below that would perform best for your business?
Buy 1 get 1 free
Buy One Get One Free
BOGOF limited time offer
In not, then it’s time to review your online marketing strategy and start to seriously experimenting with headline copy and ad text to ensure you’re getting the most potential bang for your website and advertising buck.
Published on 21/05/2013
