Growth January 10, 2020

How to write a landing page title

Harry Dry @harrydry

1) Speak with conviction

  • Don't say “We help” say “It's how”
  • Don't say “alternative” say “replaces”

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2) You're on a speed date

If you can't make your product interesting in six words sell the benefits instead:

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3) You’re not Vladimir Nabokov

Failed authors turned copywriters have a soft spot for fancy titles which say, quite literally, nothing. Avoid these at all costs:

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4) How to choose a title:

Write down 10 titles. Show them to your friends. Ignore their advice. Wait 24 hours. Ask which one they remember. That's your title.

Memorable is more important than being likeable:

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5) Your title should match your customer's mindset

Annie Maguire is a conversion copywriter. The majority of her traffic comes through personal recommendations. They're warm leads looking to solve a problem. So she leads with a solution!

Zenbu is a social media intelligence app. The majority of their traffic comes organically to their blog. They're cold leads unaware any problem exists. So Zenbu highlights the problem!

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Thank you for reading. If you find this sort of thing useful, I've written plenty more case studies (likes this one) over on Marketing Examples. Any questions, I'll be in the comments.

  1. 4

    As always, brilliant tips, Harry!

    #4 reminded me of the guy who wrote 100 headlines for 100 companies in 100 days :D

    1. 1

      Ahh, that's really cool. Cheers for sharing Kacper!

  2. 2

    Super high value post. I can see why Marketing Examples has been off to such a good start ;)

    1. 1

      Cheers Rob - Appreciated

  3. 2

    This was super helpful. I am changing my landing page now.

    1. 1

      Cheers Raj - Wish you luck

  4. 2

    Super helpful tips, I always enjoy your emails and case studies!

    1. 1

      Thank you. Cheers Kamran :)

  5. 2

    Exactly what I was looking for the last 4 days! Thanks

    1. 1

      Cheers lambda - Pleasure :)

  6. 2

    Great tips!

    1. 1

      Cheers Sebastian!

  7. 1

    Sometimes I don't like Tip 2. I come across products, and I spend five minutes figuring out what the product is.

    1. 2

      agreed. thats why tip 3 is important haha!

  8. 1

    Great post! Love to see more posts like this on IH.

    1. 1

      Thank you Burak

  9. 1

    Another great issue!

    Just in time for revamping my landing page 🎉

    1. 1

      Cheers Cristian!

  10. 1

    Super useful as always Harry!

    1. 1

      Thank you Simon!

  11. 1

    Great tips!