Tag Archives: business writing

Multiply your conversion rate immediately with compelling headlines

Your headline is the first thing a visitor sees when he or she lands on your website or blog. A headline is not just the title of your page. It is not something that you need in bold and enlarged typeface just because straightaway starting with a paragraph doesn’t seem good. A headline presents the most compelling reason to go through the following text.

You must be wondering sometimes why there is so much hype around creating headlines when they just seem like the titles of the articles or blog posts proceeding them?

You must have often come across the expression “screaming headlines”. What are they? These are the headlines that often make you pick up a newspaper (I know, I know, not many people these days pick up the newspaper) or a magazine from a news stand. The entire newspaper and tabloid industry survives or thrives (as long as it lasts) on the ability of the headlines to draw people towards them.

The same happens on your website or when people come across your link on search engine result pages, other websites, and social media and networking websites. It is your headline that draws people to the actual page. If the headline is not compelling enough they are not going to click the link.

So how do we create compelling headlines?

When you are walking through a local market you often come across signboards on top of the doors of the shops. Every shop tries to attract you through the signboard and the words present on it. They may simply mention the service or product they are offering. They may also highlight the most special offer they have got for you. If they are offering a discount or there is a sale going on there is 100% chance they will have a banner proclaiming the irresistible bargain of the day. They even sometimes have moving advertisements or banners and posters at various prominent locations from where they can be easily viewed. But mere words don’t attract you towards them. It is the offer that catches your eye.

The same psychology applies to your website or blog headlines. Whatever you are writing, draw from it the most exciting reason why people should go through your content and formulate the headline from that reason. For instance if you are going through this blog post you want to know how you can increase your conversion rate tremendously by creating compelling headlines. This may not sound like a very exciting headline but there are many people who are quite desperate to improve their conversion rates and they will definitely want to check what I am trying to say here even if they are not very much impressed.

Address the main pain point in your headline

When I look at your headline I should be immediately able to know what you’re trying to offer. Of course you cannot tell me everything in a single sentence but this will definitely want me to read further. Suppose I am suffering from an old backpain. If your headline goes something like — “this revolutionary technique will definitely cure your backpain no matter how old it is” — I am definitely going to read this. Similarly, if you are looking for an effective content writer “content writing service that actually boosts your sales” may catch your attention more compared to “best content writing services on the Internet”.

Include the most important keywords or key phrases in your headline

This works well both in terms of getting targeted search engine traffic and influencing your visitors in a positive manner. All major search engines take headlines very seriously; in fact for them they are so important that they use your headlines as anchor text when they show your link on the search engine result page. It has been established beyond doubt that there is a greater probability of search engine users clicking links that actually contain the search term they have just used. This shows them that your link contains information about the exact phrase you are looking for. So using your primary key words and key phrases within your headlines definitely increases your search engine rankings.

Using keywords within your headline also increases the overall conversion rate of your copy because people immediately want to read the finer text if the headline uses the same language that they have been using in order to arrive at your page.

Create buzz on social media and networking websites with your headlines

The social media and networking scene is similar to a crowded marketplace: everybody is shouting and there is lots of noise and jostling. Everybody you are following or befriending has interesting stuff to post and whatever you post may fast scroll down the timeline. If you create a headline that cannot be bypassed it increases your chances of getting more traffic from websites like Facebook and Twitter.

Considering the importance of headlines I often spend and ample amount of time trying to come up with headlines when I’m working for my clients. OK, I also try to create decent headlines when I’m writing for my own website.


Is it true that an online copywriter shouldn’t charge according to the time he or she spends on the project?

I recently read on another blog post (by a relatively well-known copywriter) that online copywriters commit a fraud by charging or quoting their clients according to the time they are going to spend on the projects. I think it depends on the situation and the kind of project you are working on. I mean you cannot impose your own way of working on other people and if they refuse to toe the line you label them as frauds.

Of course a well-established copywriter charges less for the amount of writing he or she does and more for the value he or she brings to the table. But not every copywriter or content writer is in that position and neither does every client understand this concept. They simply want their writing jobs done. This is not an ideal situation but then we don’t live in an ideal world.

Clients come to you either through reference or directly. If they know you and if they are aware of your reputation (and your rates) they consciously make a decision whether they want to work with you or not. In such a situation when they are paying you they are actually paying for your work. They want you to deliver them what you’re known to deliver to other clients. They are not paying you for the time you’re spending on their projects, they are paying you for your experience and reputation. In such a case it doesn’t make sense to talk in terms of an hourly rate.

On the other hand if your clients come to you by simply looking for a copywriter or a content writer you both have to quantify the work in terms of number of pages and number of hours and there is nothing wrong in that. The clients aren’t bothered what a big shot copywriter you are; they just want a couple of pages written and if you don’t write them they can easily get them written by that guy in China or Pakistan, all said and done.

Does it mean in terms of your career you put yourself in a vulnerable position? Certainly and I don’t advise you to get in a position where you can be easily replaced. But hey, even if you are currently in such a position the main point is getting as much work as you can and delivering quality to your clients even if you have to work on a single page.

Then gradually you build your brand and people begin to recognize you. Once they know what value you can deliver you can charge for the value instead of the effort you’re putting in.