Something I’ve begun to realise over the last couple of weeks, while holed up in my little house in Belgium, is that your copywriting is more important now than ever.

How you speak to your clients, customers, and audience is more important now than ever before – and how you market your business online has just moved to the forefront of every business owner’s mind because we can’t leave our houses. So we need an online presence – but not just any presence, we need a really great, compelling, converting presence.

And that’s where your copy comes in!

The job of your copy? To draw in ideal clients and customers and convert them to actual ones.

And a really (if not the) most important player in the game? Your headline.

Your headline has 1 job: grab your ideal client’s attention and get them to keep reading.

If you fail? They’ll leave almost immediately. Meaning they won’t read your website, they won’t appreciate the amazing design and layout of it, they won’t see the great freebie you’ve created that they actually want, they won’t see that the service you offer is exactly what they need…they won’t turn into a warm lead and they’ll never turn into an actual client.

David Ogilvy, one of the forefathers of advertising, famously said that:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”

So, when it comes to getting your website words to convert? You can bet that your headline is where you need to focus.

And FYI:  it’s not because the other words don’t matter. It’s because of that 1 main job your headline has: to grab your ideal client’s attention and get them to keep reading.

If you don’t do that, they won’t read the other words – even if they are the BEST words, the most zoomed in compelling + converting copy in the world, they won’t get a look-in if the headline is poor.

So, how can you write a headline that actually works, that does its 1 main job, draws in your ideal clients and then converts them into actual ones?!

1. Use an ‘open loop’ headline
2. Ask a question
3. Message match

For the lowdown of what these 3 things actually are and how you can put them to work in your copy stat? Listen to Episode 33 of The Copy Coach podcast because it’s all in there.

Get to it here.