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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to aviva.co.uk

Decide on the primary message/main headline for your page

50% of website visitors leave the typical website within 5 seconds of arriving.

So you could argue that your future profits depend, almost entirely on what they decide to do in those 5 seconds.  Do they read on or move on.

You need to be ruthless in prioritizing what you need them to know. To help you work this out, answer this:

  • What simple message will stop them clicking out and moving to the next website on Google's list? What will instantly convince them that they've come to the right place - a website that will solve their problem or fulfil their need.

Your customer insight should guide you on what their primary need is and what question they have when arriving on your website.


Here's an example.  The question is 'where can I get cheap pet insurance?'

Compare these two headlines

Will the pet owner who arrives on the AXA website be engaged by the 'welcome' headline? Or go elsewhere looking for a good deal?



Will the incentivising message on the AXA provided insurance (on this Sainsbury's website), hold their attention for longer, and maybe get them to request a quote?




Writing your headline

  1. Who is this audience segment that you are most interested in talking to?
  2. What insight do you have on this target? 

    What are their needs?

    What problem can you solve?

    What benefit can you offer to get them to click the associated call-to-action?

  3. What is your value proposition to this customer segment? Is it single-minded, customer-centric and benefit-led?


See writing copy to appear online.

See have you written a great headline and the secret of writing a good headline.

Also see how to find a good copywriter.