Looking to update your sales collateral? I have three words for you.
Headlines. Headlines. Headlines.
Headlines in your sales materials are a big deal. They’re like a theatre marquee located downtown. Building a lot of fanfare. Designed to attract an audience. A paying audience. Enticing the audience to come through the door or read the copy.
Improve your B2B website headlines with these 3 helpful copy tips
(What is Website Quick Fix? You watch over my shoulder via video as I talk through a webpage’s copy and pinpoint copy challenges. Then I share tips to improve the copy. Too busy for video? Catch the written summary below.)
★ What’s a good B2B website headline?
On your website, are the headlines capturing your prospect’s attention? They are the first words your prospect sees. What impression are they making?
In Website Quick Fix #2, I look at a website for an international B2B company. Their sales have grown during the past year. Are their headlines keeping up?
The website: Neogen
Neogen develops and markets products for healthcare, food, and animal safety. They’ve expanded in biosecurity, The company offers multiple products with government approvals to fight COVID-19.
The spotlight: B2B website headlines
The headline is the most important set of words on your webpage. Good copywriters know its value, so they work hard in creating it.
★ What’s the purpose of a headline?
According to the great copywriter, Gene Schwartz, the headline has one job to do – to stop your prospect and compel him to read the second sentence of your copy. Gene’s professional life preceded the internet. But he also said your second sentence has only one job – to encourage your prospect to read the third sentence of your copy.
To start the review, let’s visit the page, Neogen Life Science Research:
As you put yourself in your buyer’s shoes, read below:
Headline: Your Provider of Industry-Preferred ELISA Test Kits
Would this headline stop and compel you to read the first sentence of the copy? No. Some B2B websites are guilty of poor headlines. Marketers may think the headline needs to be straightforward. And straightforward can be boring.
From the prospect’s point of view, this headline isn’t engaging him.