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How to get your title and sub-header right.

26th August 2022

2 minute read

One of the issues we see is that the headline refers to things the Founder of the brand already knows; which of course the actual customer doesn’t. The Curse of Knowledge is a hard one to break, and to be honest this is the biggest issue we see on websites; they’ve been written and built by someone who already knows, likes and loves the product. Try this – write down the headline and sub headline on your website – in other words, the main titles someone will see on your homepage when they visit – and show them to someone who doesn’t know your site. Do they know what you’re selling? If not, you should probably rewrite.

Here’s a simple template to follow to rewrite your homepage title.

Headline: What the product is and why it’s different

Sub-header: What benefit the product brings to the customer (ideally in a way which helps them to imagine a future positive state.)


Product: Vitamin Supplement to support recovery from colds

Headline: Immediate help to get on top of your cold

Sub-header: Don’t miss the party this Christmas.

(obviously this is a seasonal message which you’d change as you go)

Product: Fibre bars to promote gut health

Headline: A third of your daily fi bre in one delicious bar

Subheader: A tasty way to eat yourself healthy.

Product: Healthy ready meals for kids.

Headline: Children’s ready-meals; all the taste, none of the guilt.

Sub-header: Food they like, none of the nasty stuff you don’t — dinner is sorted.

(This last one is a bit wordy — I’d probably remove some of the text and replace it with an image of a happy kid eating their food themselves, a future state all parents of young children aspire to!)

Clearly none of these are as good as if you had a full branding and copywriting team working on it. But that’s not what we’re aiming for — we’re just aiming to get you out of your own viewpoint and be able to write something good yourself.

For more advice on how to improve your conversion rate yourself – try our book on CRO.

Written by Rob Dobson

Rob Dobson has been working in digital and building websites for 20 years. From designing and developing the world’s first internet bank in 1999 (, he founded Northern Comfort in 2010.

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