What a headline must do
A headline has three jobs: show the visitor they are in the right place, name something they want, and give a reason to read the next line. If it does these three, it can be plain.
Compare 'Welcome to Smith Plumbing' with 'Water heater not working? We repair and replace on the same day when parts are in stock.' The second tells you the service, the situation and the benefit. Only say 'same day' if you can do it.
Four formulas worth trying
Problem and solution: 'Tired of chasing receipts every tax season? We keep your books ready all year.' Outcome and method: 'A tidy garden by spring with a plan that fits your schedule.' Question to the exact customer: 'Selling an inherited house?' Plain label with a qualifier: 'Residential roofing for older homes.'
Try writing ten versions and choose the one that sounds most like what a real customer would say to a friend.
Treat the first draft as raw material. The best line is often the sixth or seventh attempt, after the obvious ones are out of the way.
Use the words people search
Include the service and the type of customer in the main heading when it fits naturally, since it helps both visitors and search engines understand the page. Do not stuff every keyword in. One clear phrase is better than a list of services separated by slashes.
Each page should have one main heading, and the subheadings beneath it should describe the content of each section so someone who scans can follow the argument.
Avoid common traps
Skip vague superlatives you cannot prove, such as 'the best' or 'unmatched quality.' Skip puns that need explaining and jargon that your customers do not use. Avoid long headlines that wrap to four lines on a phone, and avoid all capital letters, which are harder to read.
Do not promise a result that depends on factors outside your control. For regulated work like legal, tax or health services, check what claims your professional rules allow.
Subheadings and buttons carry weight too
Write subheadings that make sense without the paragraphs below them. Someone skimming should get the outline of your pitch from the headings alone. Label the button with the same promise: if the headline says free estimate, the button should say 'Get my free estimate,' not 'Submit.'
Test by reading only the headings aloud. If the story makes sense, the page works for skimmers.
Do the same for the title of each service page. A heading like 'Services' tells nobody anything, while 'Furnace repair and tune-ups' sets a clear promise that the content below can keep.
A quick worked example
Say you run a bookkeeping practice for restaurants. A weak headline is 'Financial solutions for your business.' A stronger one is 'Bookkeeping for restaurant owners who would rather be in the kitchen.' It names the customer, the service and a feeling. The subheading can then add the practical detail, such as monthly reports and help with payroll and sales tax questions.
Common questions
How long should a headline be?
Usually under about twelve words so it fits in two lines on a phone. Clarity is more important than a word count.
Should the headline include my business name?
Not usually. The name is in the logo and the title of the page. Use the headline for what you do for the visitor.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.