This means we shouldn't do something avant garde with our homepage structure unless we have a good reason to.

Nailing header copy has the highest impact on whether people continue scrolling and reading.

Bad headers—found all over the web—are those that read like slogans instead of descriptions. For example, "Improve your workflow!" or "Supercharge your collaboration!" are useless. If that's all I read on your page, I'd have no idea what the product actually is. And I’ll probably leave.

Think of your landing page from the perspective of a visitor's likelihood to purchase: Purchase Rate = Desire - (Labor + Confusion)

As an alternative to including a bold claim, another way to create a hook is by addressing a key objection in your header.

What does a good, descriptive header look like? Like this:

• For a website design tool — "Visually design and develop sites from scratch. No coding."


• For a grocery delivery service — "Groceries delivered in 1 hour. Say goodbye to traffic, parking, and long lines."


• For a home rental service — "Rent people's homes. So you can experience a city like a true

... See more