The devil is in the heading, that is five mistakes made in titles

December 13, 2013 5 min read Written by: Avatar Paulina Kamińska
Table of contents
Table of contents

It would be perfect if it attracted people’s attention, was creative, valuable and original… What? The heading, of course. One can say that it definitely attracts droves of copywriters, creators of advertising offers and other people fighting with words and trying to put them into perfect and profitable headlines. Regardless of whether it is about the texts you prepare for landing pages or other carriers of your offer, the heading will always be the first element that your viewer will pay their attention to. Unfortunately, a poorly written one can lead you to a dark scenario: what you have written will never be read. The perfect heading should arouse interest, be a sign of benefits and contain information useful to the reader. More on what an effective headline should look like has been written in the article: The perfect headline – an effective introduction to a landing page. This time we have prepared for you a few tips on what mistakes one should avoid while creating it. Read about five mistakes made in titles.

Mistake #1 – linguistic mishaps

Avoiding linguistic errors is obvious and one actually should not even mention it. However, it ought to be emphasized that an occurrence of a linguistic mistake in the title of the offer or in the headline of the landing page will at once negatively pigeonhole our business. A linguistic error in the title will not only adversely influence our image. One should keep in mind that the user typing in “sale of blouses” might not find the right page if there is a “sail of blowses” in its headline;) Unless they exhibit the same linguistic cleverness as the author of the title. A linguistic mistake may lead to our customer ending up on our competition’s website.

Mistake #2 – the mismatch between the heading style and the viewers

It is very important to remember that our linguistic message that in this case is the headline is directed to a potential viewer. Therefore, at the very beginning we have to answer the question at whom we are going to aim our offer. Consider who is going to be the viewer of your message, and then match the style of the heading to the chosen target group. The title directed to teenagers should look different from the one aimed at young mothers or the elderly. Of course, sometimes we can allow ourselves to break some conventions. However, it can be a little risky for the beginners.

Mistake #3 – lack of searching value

The heading should include suitably chosen key words that will enable your customers to find your offer using a browser. Therefore, sometimes it is better to give up using superfluous bizarre elements, as they may hinder people from finding the offer. It’s worth focusing on key words associated with the product you have on offer, which will make finding it on the web simpler. Undoubtedly, the trick is to use the key words in a creative way, at the same time not impoverishing the headline’s searching value.

Mistake #4 – lack of gimmicks

While advertising a product we have to accept the rule that an uninviting title is just bad. While creating the headline, assume that it should attract the viewers like magnet. Such magnet can be, for instance, a promise of receiving some benefits. You can also try to create a unique aura of mystery or apply a well-thought-out wordplay.

Mistake #5 – lack of useful information

It is not about the headline comprising the list of all the information connected with the product or service. It is just not worth adding further data that might turn into empty messages. An example: the best hairdryer – buy, you won’t regret it! For a contemporary viewer this kind of a message tells nothing and is likely to be ignored. Offer your viewer some mystery, advice or tip that will potentially influence their lives or will be an answer to their needs. For instance: How to solve problems falling asleep once and for all? – a complimentary e-book. The magical word “how” suggests that the author knows the solution to the reader’s problem.

The heading is a prominent symbol of your landing page. Therefore, it should be well-thought-out and representative. The mistakes analyzed above might seem obvious to you, however, they are the most frequently encountered errors in headlines that can be found on the web. Remember that the heading is a crucial element of the landing page and decides its fate in the customers’ minds.

If you like our article and would like to create the landing page – sign up for free and try Landingi app.


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