Ask IH: Which homepage H1 works best?
Hey folks đź‘‹ - I'd love some feedback on this:
Which homepage H1 is best (and why)? And which priority do you optimize for in your homepage H1?
I've struggled with nailing this on my product's (ZipMessage) homepage, but I think it's a challenging question for most product homepages.
The challenge:
Other pages H1s can be more niched-down and specific (ZipMessage has those use-case pages here and here). But the homepage H1 has competing priorities:
- Grab attention and keep the person on the page so they read more.
- Position for a job to be done or against a competitor.
- Include a target keyword for search.
- Speak to a target customer persona.
So which of these H1 options works best for a product like ZipMessage?
And more generally, which priority do you think should be optimized for when it comes to the homepage H1?
Option A (current)
Pros:
- "Async" is (slowly) trending along with remote work. I'd love to "win" this term—i.e. if the conversation is about async communication, ZipMessage should be recommended there.
- Speaks to what it is.
- I think(?) sparks curiousity to keep you on the page.
Cons:
- "Async" isn't immediately clear to some people. Some don't know what it means (though we have an explainer in the section below the hero).
Option B:
Pros:
- Avoids the word "async" while conveying that same concept.
Cons:
- A little vague, not as interesting/sticky.
Option C:
Pros:
- Includes the term "video messaging" — we're trying to optimize homepage for "video messaging software".
- Very specific to what it is / what it does.
Cons:
- Doesn't convey how we're different (doesn't speak to the conversational aspect of ZipMessage).
Thanks :)
Hey Brian! Neat product!
I'm not an expert, but I like the "Better async conversations." I think it is the most concise and accurate description of the tool. The other two h1 options to me are relatively vague and don't convey immediately the critical differentiator of your product.
Just brainstorming, but I also think something like "Painless async conversations" or "Ridiculously simple async conversations" could work?
What are your thoughts?
Thanks Brandon! That’s where I’m leaning too (no change from current).
An early version was something like: “Async conversions. Zero friction.”
I think that you can keep async in H1 because it's the key feature of your product. There are dozens of ways to communicate remotely, but yours is tailored to async communication.
Scrolled the page few times, always stopped at the black "share a link" section. It has a different color and takes 4 scrolls to pass, so I never scrolled lower. Took me 8 scrools to pass, better change it.
It makes for you to sell the outcome, not the features:
1 - "Share the conversation link." - nothing special, done in any app.
2 - "Keep your conversation on one page" - nothing special, done in any app.
3 - "Intake pages to accept inbound messages." - is it something that gives me "wow" effect?
Keep the conversations. Lose the calendar appointments. (Forget calendar hassle) - great selling point, can be turned into H1 and deserves to be put way earlier. That's basically the main factor why I would sign up and check your product.
Why don't you call it Async and move to async.com? :)
Your design looks super neat. I like your product and believe it will grow fast with correct positioning and messaging. You can dm me on Twitter so we bounce more ideas.
“Better”? Better how?
Explain it with numbers.