a single source, nothing corroborates it

Choose the headline people can still repeat

Visitors move between tabs and come back to whatever they remember, so recall beats charm. Write ten candidates, show them around, ignore what people say they like and ask a day later which one they can still say back. Ornamental lines that sound literary and abstract label style headings both fail this test because there is nothing in them to hold on to.

The method

1. 01

   Optimise the title for memorability over likeability, because people move between sites and return to whichever they remember.

2. 02

   Choose the title by memory test: write ten, show them to friends, disregard their opinions, then ask a day later which one they can still recall.

3. 03

   Cut ornamental headlines that sound literary but convey nothing.

4. 04

   Do not fill a page with abstract label-style headings; give the reader something they can actually picture.

5. 05

   Assume roughly half a minute of attention and no return visit; if six words cannot make the product interesting, write the benefits instead.

What it returned

• 30

  Most visitors spend around 30 seconds and never come back

• Credited to Harry of DTC Pages

Sources

• Don't write “labels”...Harry Dry · Marketing Examples · undated
• How to write a landing page titleHarry Dry · Marketing Examples · 5) How to choose a title: · undated