When it comes to writing your copy, one of the most important sections that is often overlooked and underestimated is your website headers. Headers are the most read copy on your site. Here’s how to write headers that get readers to stop skimming, pay attention, and give your website the attention it deserves.

Make your headings specific. Really specific.

We’ve all heard that you should write your website copy with your ideal client in mind. But so many struggle with putting this into practice when it comes to your headers. Here’s the problem with that. Vague, broad website headers speak to no one. Instead of doing their job (grabbing attention and making your message clear) they just get chunked in with the other 80% of your copy that readers are skimming. (Yep, it’s that much).

Let’s look at an example of a vague header. Let’s say you’re a florist. And your dream clients want full service floral design for their wedding. But your homepage hero section (top of the page) heading says something like:

1.) Welcome to Budding Garden Flower Shop

or

2.) Beautiful Flowers For Every Occasion.

Example 1 is one of the most common mistakes I see. This website header is completely wasted by just stating who you are/the name of your business. Readers should already know this from your logo or from whatever link they clicked on to land on your page. Your headers shouldn’t be wasted on information that should be obvious elsewhere.

Example 2 is way too broad. If someone is searching for flowers – obviously they want them to be beautiful. But what sets your flower shop and design services apart? What specifically about your design style are they looking for? And “Every occasion” again narrows this down to nobody.

BY TRYING TO APPEAL TO EVERYBODY – YOU END UP ATTRACTING NOBODY.

Write website headers that state what’s in it for them.

When skimming your website – your dream clients should be able to tell within seconds what’s in it for them. What do you make easy for them? Do you fulfill a need? Can you solve their big problem? What experience do you provide?

So let’s go back to the previous example. You’re a florist. And let’s say that your dream clients want full service, locally-sourced, eco-conscious floral design for their big day. In that case your header might say:

Stunning Wedding Flowers You Can Feel Good About

Now on its own, while this is certainly an improvement, it is still a bit vague. Which brings me to my next point…

Don’t Forget The Power of a Good Subheading

Adding in a subheading can help to further amplify your message and clarify who you’re speaking to in your header. For example:

Header: Stunning Wedding Flowers You Can Feel Good About

Subheading: Full Service Floral Design for Eco-Conscious Couples

Together, this heading and subheading provide a much clearer vision of who your floral services are ideal for (eco-conscious couples seeking full service floral design for their wedding).

Don’t Go With The First Draft of Your Website Headers

Now already – we’ve improved the header and added in a subheading that provide so much more specificity and clarity. BUT – if this was real copy I was writing for clients – I would keep going. I would come up with alternatives. I would explore other pain points/desires their dream clients have. Because more often than not – your first draft/idea isn’t going to be the best one! Learning how to write website headers that make an impact, evoke emotion, and instantly attract dream clients takes practice! So keep going and don’t be afraid to make edits.

Want some more tips on how to speak to your dream clients? Check out this blog post.

Still feeling stumped at how to write a strong header? Check out this incredible guide from some of my favorite copywriters.

Want some extra help with writing your website copy? I offer custom copywriting packages. Get in touch today!