How do I write a headline for my landing page?
19 September 2026 · by Nordva, who make Nordva Launch
The short answer
Write the headline in your visitor's words, about their problem or the result they want, not about your product's features. Keep it short (up to about seven words), put one plain sentence under it saying what the product does, and one button. Then check it with real visitors: the share who sign up, per source, tells you whether it works.
Start from what they already know
A visitor arrives knowing something: maybe only that they have a problem, maybe that tools like yours exist. The headline has to meet them there.
- They feel the problem but don’t know a fix: name the problem in their words. “Built it. Nobody came.”
- They know the kind of tool they need: say what yours does differently. “Analytics that show who pays.”
- They know your product: give them the reason to act now. “Free forever for your first project.”
Most early products get visitors from the first group and write for the third.
Use their words, not yours
The best headline phrases come from your users: what they wrote in a forum post, a support email, a signup reason. “I don’t know which post brought my customers” beats “multi-touch revenue attribution”. Collect those phrases; they’re the raw material.
Rules that keep it short
- Up to about seven words. If it needs a comma to be understood, it’s two ideas.
- One sentence under it that says plainly what the product does and for whom.
- One button, with what happens next: “Start free”, “Get the checklist”.
- No words that could describe any product: “powerful”, “all-in-one”, “next-generation”.
Show before you explain
Right under the headline, show the result: a screenshot of what the user gets, a short example, a real output. A visitor who sees the result understands faster than one who reads about it.
Test it with real visitors
Change one thing at a time and give each version enough visitors to judge: a week or two at small traffic. Compare the share of visitors who sign up, per source; a headline can work well for one channel’s visitors and badly for another’s. Tag the links you share so the sources are clear.
With Nordva Launch
Launch’s analytics shows visits, pages and signups by source, and a goal on your signup button (data-nordva-goal="signup") counts how many visitors clicked it. A funnel from the landing page to the signup goal shows where people leave (one funnel of three steps on Free). Signups through a Launch waitlist form keep the source of the visitor’s first visit, so you can see which channel’s visitors the headline convinces.
When Launch is the wrong tool
If people who land on your page aren't the people you built for, no headline will fix it; look at where your visitors come from first.
- Why doesn't my landing page convert?
- What should my homepage headline say?
- How long should a landing page headline be?