16 Headline Templates to Boost Landing Page Conversions

A good headline catches the eye, intrigues the reader, and makes them want to learn more. But writing them isn’t as easy as the greats such as Clayton Makepeace and Eugene Schwartz make it look.

Luckily, there are some tried and tested headline formulas that you can swipe. Simply insert your own copy, and you’re good to go. These high converting headline templates are used by sales pages and landing pages to glue their readers’ eyes to what comes next.

How to use these templates

The headline templates you’ll find below are all MadLibs style, fill-in-the-blanks formulas for crafting a winning hook. They won’t do all the work for you – you’ll still have to fill in some vital information.

All you need to do before you start is gather these details of your product:

Product name – what’s the name of your offer?
Target market – who are you talking to in your headline?
Results – what are the results of using your product or service?
Benefits – what improvements can your customers expect when they use your product or service?
Possible objections – why might they argue against buying your offer?
Time take to get results – how long does it take to see results?

Once you’ve nailed these down, it’s time to have a look at the templates and see which ones will best fit your offer.

Hint: for the best results, always split-test your pages! Headlines are an ideal component to split test because they can be swapped out with little to no impact on the copy that follows or the design of the page. Now, without further ado, let’s have a look at those headlines!

The secret of getting [results]

This is a curiosity-based headline that hints that there is some crucial information the audience is missing. It’s great for offers which promote a kind of method to achieve very specific and measurable results, such as weight loss or dating.

This one tiny mistake cost a [target market] [cost] a year

For example, “cost a single mother £423 a year”. By calling out the same kind of individuals you’re targeting, and putting a definite figure on their losses, you highlight the pain of the loss and generate fear that whoever’s reading may experience the same results if they don’t read on.

Do you suffer from [problem] at [occasion]?

A simple yes or no question qualifies the audience and gets them subconsciously on board as soon as possible. “Suffer” is a strong word that may exaggerate the pain that they’re feeling, but which will go a long way to putting it at the front of their minds – making the problem more immediate will make them want to solve it faster. This kind of headline is perfect for medical issues such as bad backs or sciatica, all the way to issues with techniques such as golf swings or social anxiety.

How I improved… [problem] without [objection] in just [time]

Now, this is a classic. In one fell swoop, you’re bringing the problem front and centre, while simultaneously squashing the most important objection they may have. Being specific about the time it will take will also reassure your audience: in many cases, the length of time it takes to get results isn’t as important as a guarantee those results will happen. This kind of headline is great for almost any product or service which solves a problem.

Proven: The most effective way to get [results]

“Proven” is what we in marketing call a “power word”. These words trigger higher conversions by acting as shortcuts to powerful emotional responses: in this case, the need for reassurance. You can save the qualifications, testimonials and results for later on in the landing page or sales letter – for now, just the word “proven” is enough to give a feeling of authenticity and trustworthiness. This headline works for offers whose results are highly desirable, such as getting more clients, increasing profits, or losing weight.

How a [something perceived as bad] resulted in [results] and [benefits]

This interesting headline plays on the reader’s expectations: no one expects to read something bad immediately after clicking on a sales pitch. That’s why this headline works for offers with clear and common objections, or whose processes might be uncomfortable at first. For example, if your weight loss plan includes cold showers, it’s easy for someone to go “oh no, cold showers, ew” and switch off. But if you immediately connect the discomfort with desirable results, the audience will want it more.

Guaranteed [results] without [objection]

Another power word, “guaranteed” sparks trust in the reader and keeps them reading until they find out what that guarantee actually entails. Unlike the above headline, this headline is great for offers which don’t have certain side effects, but which the audience might assume they do. For example: “Guaranteed higher profits without selling your soul”.

Does your [problem] ever embarrass you?

This is a very emotion-driven headline that plays on the discomfort the audience feels with their problem. As such, it works best for offers which help with shameful, embarrassing or otherwise distasteful problems such as bad skin, body odour or addiction.

To people who want [results] but don’t know where to start

Calling out your audience like this is a powerful way of directly addressing the issue and speaking to them in a very straightforward way. You are communicating that you can solve their problem, as well as putting them at ease by hinting that you’ll be starting right at the beginning. This headline is best for offers which are tailored to newbies, beginners and more inexperienced customers.

[a large number] of [target market] have now [results] – will you be the next?

In this headline, we play on reader’s instinct to want to be part of the crowd. Social belonging is tied up with our identity, and when you make that identity aspirational, that’s a powerful cocktail of marketing magic. We all want to achieve results, but more than that we want to belong to the crowd that have achieved and are now enjoying those results. That’s why this headline is great for boasting about specific, measurable results your offer has gotten, such as: “3,284 subscribers have now conquered their anxiety – will you be the next?”

If a [disaster] happened to your [business/life/relationship, etc]: would you survive?

This headline is meant for offers that give the customer some kind of security against bad times. Think life insurance and retirement plans, all the way to survival bunkers, weapons and video doorbells. It forces the reader to think about an uncomfortable scenario, and evaluate their chances of getting through it without the product or service you’re offering.

What [industry experts] do when faced with [problem]

This headline accomplishes multiple things in just a few words: it lets the audience know that industry experts face the same kind of problems they do, it hints at some secret knowledge they really ought to know, and it positions you as a source of authority because you have access to expert knowledge. If you have an example from a very well known expert in your industry, such as Frank Kern for marketing, for example, you may be able to call them out by name as long as they’re recognisable enough for the audience.

Get your hands on this system that took one [target market] from [starting results] to [end results] in just [time]

Here’s a classic headline you’ll recognise from all over the web. It states the facts plain and clear: this is who it’s for, this is where they started, here’s where they got to, and here’s how long it took them – all by using your product or offer. Again, if you have specific and measurable results from several people, this is a headline that will use that proof to great effect.

You can laugh about [problem] if you follow this simple plan

Your audience’s greatest desire should be not to have the problem your product or service solves. They should want to get to a point where they’re so far past the problem, they can laugh about it instead of it being a painful memory. This headline is not for offers with a weak desire point – i.e., where you’re selling something the audience doesn’t really, really need. This is for those painful problems which affect them every moment, such as medical issues or financial difficulties.

Why it’s not your fault you have [problem]. And how to make it disappear in just [time]

No one wants to admit they’ve been stupid or made a mistake. And if your offer includes new information which will absolve the reader of the responsibility, they’ll want to hear about it – which is why you put it first thing in the headline. You’ll make them feel good by taking away the pain, and then hint at how they can fix the issue in a shorter space of time than they’ve been worrying about it. This headline is good for whenever you’ve discovered a little-known obstacle to getting results, and are coaching people in how to get around it.

What the [industry] experts don’t want you to know about solving [problem]

Unlike the other “industry expert” headline above, this one relies on mistrust of industry experts. It reaffirms the audience’s suspicion that important information is being kept from them, and that as a result, their failure to achieve results isn’t their fault. It also suggests that, when they receive this information, they could also be considered experts. This headline would be best in a niche which is constantly evolving with new tips, tricks and hacks, such as digital marketing or SEO.

There are more headline formulas out there than you can shake a stick at, but these are some of the most powerful that should help increase conversions on your sales page or landing page. Don’t forget to split test one against another, even if you’re sure there’ll be a clear winner – the results may surprise you!