Every business aims to solve a problem. Figuring out how to articulate the exact problem you solve in a short sentence isn’t easy.
Want to know the secret to writing a killer headline on your own website?
First, understand if your audience is problem-aware or solution-aware
a). Problem-aware audiences understand they have a problem, but don’t realize there is a solution to it. They go on with life suffering (whether mildly or excruciatingly) thinking, “well this is just how it’s going to be.”
b). Solution-aware audiences understand they have a problem and are also aware there are solutions to their problem out there. They know they don’t have to suffer from this problem any more. They just have to hunt around to find the best solution.
Then, write an irresistible headline that caters to their awareness.
Let’s break this down using five examples of website headlines.
Problem-aware website headline examples
This web design shop understands their perfect audience is disappointed with their current website…and isn’t looking for a flash-in-the-pan design trick that’ll date them just as soon as a new site goes live. “Beware the trendy pitch” educates the audience by suggesting yes, there is a way to get an awesome website without worrying about one that’ll be too trendy. The remaining copy on the page backs up the headline.
ClickinMoms serves women that want to learn more about photography from other women. The headline “Become a better photographer on your own schedule” creates a solution for the problem-aware photographer who’s looking for photo training, but is too busy or tied down to commit to a structured class.
Solution-aware website headline examples
They know their primary audience consists of bloggers looking to expand their reach beyond their own audience universe. Their headline aims to provide a solution to that desire: “Your audience awaits. Tell a story on Medium today.”
Evernote is keenly aware that people want to stay organized and find stuff easily. But they struck another chord with their headline, “Remember everything” that pokes at what people’s disorganization causes: not being able to find and remember stuff.
Metalsmith and textile designer Megan Auman’s tagline, “Make a statement every day” encourages the woman who’s a bit daring. She knows her ideal client seeks a unique, bold look. Her audience has a ton of options; Megan’s job is to convince them her site is the right place to be. She nails it, but I’d personally prefer that little tiny tagline be big and bold across the page, instead.
What’s your audience?
Are they problem-aware? Or are they solution-aware? State which you believe in the reply section and why. I promise to reply back and help if you’re in need of guidance.