How to write a homepage headline that actually converts

Most visitors read your headline and almost nothing else before deciding whether to stay. A vague headline wastes your best moment. A clear one does the selling.

The formula

Say what you do + who it's for + the payoff. Skip the clever wordplay — clarity converts better than cleverness, every time.

Weak vs. strong

• •Weak: 'Welcome to our website.' — says nothing.
• •Weak: 'Excellence in every detail.' — true of everyone, useful to no one.
• •Strong: 'Custom websites for local businesses — live in two weeks, one flat monthly fee.'
• •Strong: 'Same-day emergency HVAC repair in Edmonton.'

Test it in five seconds

Show your headline to someone unfamiliar with your business for five seconds. If they can't tell you what you do and who it's for, rewrite it. That five-second test is worth more than a month of tweaking colors.