What makes a landing page headline work
A visitor decides within a few seconds whether a page is for them, and the headline does most of that work. It has one job: tell the right person what they get. The analyzer scores eight things that separate headlines that do this from headlines that don't.
How the score is calculated
- Length (20 points). 6–12 words is long enough for a real promise and short enough to read at a glance.
- States an outcome (20). Words like get, save, stop, without and more signal a result instead of a description.
- Specific (15). A number, a timeframe or a named audience turns a vague claim into a believable one.
- Avoids generic openers (15). “Welcome to…”, “We are…” and “The best…” are skipped by readers.
- Speaks to the reader (10). “You” or a verb at the start puts the visitor in the sentence.
- No buzzwords (10). “Innovative”, “seamless” and “world-class” say nothing a competitor couldn't also say.
- Plain words (5) and fits search results (5), so it reads fast and can double as your page title.
Before and after
| Before | After |
|---|---|
| Welcome to Northpeak Roofing | A new roof in 3 days, with a 25-year workmanship warranty |
| Innovative accounting solutions | Close your books in 2 days, not 2 weeks |
| We help businesses grow | Get 30 qualified sales calls a month without cold outreach |
A good score means the headline follows the patterns that tend to work. It doesn't replace testing with your own visitors. For a deeper walkthrough, read how to write a landing page headline, or check the value proposition behind it.