You’ve got 7 seconds ⏱️

The header is everything your visitor sees when they first get to your site. It’s everything “above the scroll.” 

The header’s job is to answer 3 questions:

  1. What do you sell?
  2. How will it make my life better?
  3. How do I buy it?

In order to do these 3 things, it needs to be crystal clear. This is not the time to be vague or clever. 

Let’s use a CPA firm as an example. Here’s an internal landing page designed for Small Business Owners:

Action Steps:

You guessed it. Answer these 3 questions and compare your results to your current website header.

  1. What do I sell?
  2. How will it make my customer’s life better?
  3. How do they buy it?

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I’m not sure I want to do that.

I’m not sure I want to do that.

Part of being an empathetic guide is taking objections seriously, not getting defensive, and walking your customer through this part of the decision process.