The Importance Of Easy To Understand Headlines

landing page enquiry

The Importance Of Easy To Understand Headlines

The process a reader must go through to try and understand what it is you are trying to sell on your website can sometimes be over complicated. Make this process as easy as possible and people will enquire – it’s as simple as that. 

The reality is that every extra barrier placed between the prospective customer and their ability to enquire represents a decreased chance of them becoming a customer. These barriers include difficult communication that they struggle to understand quickly, and irrelevant or inappropriately used images.

Headline Simplification

Because people searching on Google are usually searching for something quite specific, sending them to a generic home page makes their job more difficult and time-consuming. This is because it forces them to navigate and look through your website for the specific product or service they’re after. 

This can become another barrier in the way of securing an enquiry or purchase. Had they instead landed on a specific landing page that was relevant to their needs, this issue would have been avoided.

A Real Example

To use an example, we’ve recently worked with a company who offers tree removal services. Initially this company was sending all of its website traffic to its home page (a generalised page not designed for any specific purpose). 

Check out the comparison images below. The first image shows their home page, where people searching Google for “tree removals on the Gold Coast” were being sent to.

The second image shows the Landing Page we helped them write, with a much clearer headline (particularly when viewed on a mobile phone) that can be understood very quickly.

 

Home page displaying a lack of clear communication and relevance, and sluggish loading speed affecting visitor loss.

 

Landing Page displaying clear, concise and easy to understand headline, with significantly improved loading speed and less visitor loss.

 

As soon as the Landing Page loads, you see “Tree Removal Gold Coast” as pride of place. This means that straight away, the reader knows they’ve found what they were looking for. 

There’s no need to make the process more difficult for the reader by placing irrelevant content at the top of the page, such as a massive logo, or an image with no clear text. Your logo isn’t likely to solve the reader’s problem or sell them anything and neither will a plain image, however a relevant headline that’s clear and easy for them to understand probably will. 

A clear and easy to read headline may be the difference between someone staying on your page and making an enquiry, or hitting the back button and continuing their search.

Loading Speed

The loading speed of your website – or lack thereof – is another prime detractor to a quality landing page.

Recent research by Google shows that a page that takes any more than four to five seconds to load will cause a majority of visitors to navigate away from the website. From there, they’ll simply continue their search elsewhere, and will be unlikely to ever return again.

You have several seconds at most to be able to capture and engage a visitor to your website, and turn them into a potential customer.

Within those few seconds:

  1. your landing page needs to load, and
  2. your reader needs to see a headline that proves to them they’ve found exactly what they’re looking for.

Our tip to you: focus always on simplifying your headline communication, and making the enquiry process easy.

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Landing Pages & The Art Of Simplicity

simple landing pages

Landing Pages & The Art Of Simplicity

As opposed to typical website pages, Landing Pages are uniquely capable of achieving the goal of transforming your readers into buyers. Instead of purely providing information, they should be written and designed with the goal of recognising a problem, providing a solution, and capturing a sale.

Simply put, landing pages represent one of the best ways of selling your product or service using the internet.

Layout And Formatting

The difference in the format of these pages plays a significant role. For example, when it comes to creating a headline and sub-headline for a landing page – the first words your reader will come across when the page is loaded – always try to ensure that the message is so easy to understand that the person reading it doesn’t even have to think. 

They should instantly come to the conclusion that what they have found presents a solution to their problem. Therefore, headlines should rarely be compiled of more than six words, ensuring your message will be conveyed within seconds.

Making It Easy

Consider you are speaking to a student in the fourth grade. When writing direct, concise content for a landing page, this is the benchmark to use.

For instance, if the message that is being conveyed isn’t easily understandable to a child in the fourth grade, then it’s probably too complicated. If your time-poor, easily-distracted and over-burdened reader can’t easily understand what the page is about – all within a few seconds – then it’s probably too complicated.

Yes, this may all sound overly simplistic, but by making the process of understanding your products and services as easy as possible for your customers, the chance of an enquiry increases markedly.

Asking Them To Buy!

Beyond the initial headlines, perhaps the most integral aspect of an adequately sales-optimised landing page is your ‘call-to-action.’

As an example, your call-to-action should take the form of a button or link to be clicked on, calling the reader to enquire (if you are a service business) or purchase (if you are an online store). 

As a result, the presence of the call-to-action helps to separate a landing page from a standard web page because it acts as an invitation to the reader, asking them to purchase, enquire, book or otherwise become a customer.

If this invitation is absent, there is far less inclination for your reader to take any further action.

As is well known, the average visitor to your website is both short on time and easily distracted. Therefore, providing them with what they are looking for as quickly as possible is absolutely paramount. A quality landing page achieves this, making it easy for the reader to understand exactly what they’re looking at, as well as how to act when they’ve found what they are looking for.

Check Your Site

Take a look at your own website and landing pages now. Are you asking people to purchase and providing them the means to easily do so? And most importantly: can the person reading your website really understand what it is you are telling them in just a matter of seconds?

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NO CONTRACTS. NO MINIMUM TERMS. 100% GUARANTEED SERVICES.

Grow your business with confidence.

seo company australia

Neko Media is locally Australian owned & operated by Wavesearch Pty Ltd.

ABN 98 103 122 498.

Services

  • Tutorial
  • Resources
  • Guides
  • Examples
  • Docs

About

  • Stories
  • Community
  • Blog
  • Careers
  • Brand Assets

Downloads

  • Web UI Kit
  • Mobile UI Kit
  • Mockups
  • Icons
  • PSD Files