A newspaper headline is written in large letters, and is supposed to indicate the content of the article. Front page headlines are the most important, as they need to be eye catching enough to snare the interest of passers-by.

You can probably see where I’m going with this.

Our own company sells services to help (mainly) software developers increase their sales.

Read the above sentence again, and see if that would make a good headline.

Of course it doesn’t which is why our front page uses two brief sentences:

You write the software.
We help you grow.

We recently ran some usability tests on our website, and used people with no connection to our company or industry. One of the questions they were asked while browsing the website was “What do we do, and who are we targeting”.

Each and every tester was able to correctly answer that question within literally seconds of arriving at the website.

When I arrive at your website, do I instantly know what you sell and why I need it?

What’s your headline?

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