The header of your website is the first thing customers see when they come across your brand online. If your website header doesn’t quickly and clearly explain how you can help, potential customers will click away in search of another business that offers a solution to their problem. They aren’t going to take the time to navigate through your site, trying to figure out what you do. In fact, most people do not read every single word of a webpage; instead, they scan for critical information that aligns with their search. It will be tough to keep a reader’s attention without a well-thought-out website design.
There are a few tricks to keeping customers interested in your website, and the key is to think about your site like a customer. Customers are coming to your site looking for answers to their questions or solutions to their problems. Your website needs to clearly communicate the answers and solutions.
To encourage potential customers to keep reading, header needs to answer these three questions in simple, clear language:
1. What do you offer?
The header of your website should clearly state the physical, tangible thing you’re selling, or clearly explain the service your business provides. If you sell cars, your header should mention cars; if you’re a physical therapist, your header should make it clear that you provide physical therapy.
If customers don’t have any idea of what you offer, they won’t know if they’re in the right place, and they won’t know how you can help them.
Your services and products should be front and center on your site and on almost all of your marketing materials. If it’s not clear what you offer by looking at the header of your website, it’s time to go back to the drawing board because this step is absolutely critical for brand recognition.
2. How will your product make your customer’s life better?
Once customers understand exactly what you offer, they need a reason to buy your product, which should be expressed through your website header.
How can you improve their life or business with what you offer? Can you completely transform the way they hike, cook, create art, or do business? Can you help your customers stand out among a crowd with your vibrant line of clothing? Whatever it is that your product or service does best, let your customers know in the header so they have a clear idea of why they should purchase your product.
This is your chance to tell your success stories, and get customers excited about what you can do for them. Every product is different, so take some time to think about what you and your business do best.
3. How can your customers buy your product?
Lastly, your header should express how customers can buy your product. This is your call to action, and your opportunity to ask customers to do something once you’ve already grabbed their attention and interest for your product or service
Make your call to action direct and clear: Schedule a consultation. Shop now. Schedule a demo. Don’t leave customers wondering how they can purchase your product after you draw them in. Confusion about where and how to buy can deter potential customers from purchasing, and can be a major hurdle to making sales.
An Easy Test for Your Website Header
While considering these three questions, take the time to brainstorm a variety of headers and make a list. Then, you can determine which is best for your site and best represents your brand. Remember to be clear and concise. Avoid the temptation to be cute and clever or use insider language your customers won’t understand.
As you take a look at the headers you’ve brainstormed, run them through the “grunt test” as outlined in the book “Marketing Made Simple” by Donald Miller and Dr. J.J. Peterson. Can a caveman determine what your business is about just from looking at the header of your website?
If not, it’s time to take another look at your header’s content and see if you can simplify or condense information.
Remember, the header should convey critical information about your business: What do you offer? How will customers benefit? How can customers purchase your product or service?
By making sure that your header answers the critical three questions, you’ll have greater success in converting website visitors into customers and clients.
If you’re feeling stumped trying to write a website header that passes the grunt test, we can help! Schedule a time to talk about how to turn your website into a sales machine.