You are advertising your website through natural search, or through paid ads, blog entries or through social media. All of these have a common trait: a headline, either in the tile of the blog, in a paid ad or the meta title of a web page.
This is the first message that your audience sees, and is accepted to be the most important element to determine relevancy in search results pages. Your job is to make this irresistible.
How do you do this? Here are 5 tips on writing motivational headlines, meant to spring your viewers into action.
1) Do your research.
Is there a term or a set of terms that you want your audience to use to find your business? Are those terms most effective in driving qualified leads to your site? You can find options for keywords and determine which will provide volume as well as allow you to rank more easily.
Use tools like Spyfu.com, a free site that you can use to discover keywords and their potential search volume, approximate cost per click and ranking difficulty. Implant a term and it will return any data on the term as well as related terms to help satisfy your search.
Another option is Google’s AdWords Keyword Tool. Typically used to find terms related to paid search, it can also be used for SEO in website development, social media marketing or blog writing. It pulls from the largest keyword database on the web, and has the most closely accurate volume stats for keywords.
2) Insert the term into the first portion of your headline.
In the exploration of searcher psychology, marketers have determined ads and articles that place their targeted term nearest to the front of their headline saw higher click through rates to their sites.
As readers, we move our eyes from left to right, and are looking for the first entries that contain the term we entered to determine their relevance to our search. Seeing that term in a prominent position is a signal that the page is the answer to the query. You only have a few seconds to capture a lead, so match your audience’s intent as soon as possible.
3) Be specific.
Your headline should be able to state very quickly what specific products and services you offer. If you sell cameras, do you sell HD, video, telescopic lens, etc.? If you are a garage, are you able to do engine rebuilds, body work, catalytic converter repair, etc.? This is most common in paid advertising, where each ad serves a particular page on your site.
Accordingly, in SEO, each page on your site should be devoted to one strong phrase, so that the optimization of that page is focused. This can increase your click through and conversion rates.
4) Create the desire within your viewers.
You can use your language to build a level of excitement in their minds that so that your product is the only way to satisfy their needs. Be the solution to the problem they have. Define that you are able to save them money, as well. Buyers typically make decisions based on emotions than logic, so tap into their imagination.
5) Test, and re-test.
Create a variety of headlines that fit your needs, and then supply them with traffic. Let them capture at least 100 clicks. Then, examine them through Google Analytics for click-through rate, bounce rate and conversion rate. Pick a winner. Create a second option to test against the winner.
Your goal is to find the combination of terms and language that will attract the most relevant, actionable leads.
Headlines are the first messages that your audience will see. Give them their proper due diligence. It is a tactic that can serve you well if you put the time into plotting your strategy.