Transform labels into compelling headlines – a copywriting course technique

One of our copywriting courses learners wrote some web content and used the heading: Web ranking service.

But his online copywriting course tutor told him that the heading was just a label – it was inactive, a bit like saying: Strawberry jam.

In this situation, it would have been better to say: SEO techniques that will work for you.

This heading engages the reader, rather than just presenting them with a meaningless statement that doesn’t encourage them to read on.

An effective website heading will also connect seamlessly with the content below it. So, if the heading mentions SEO techniques, then the copy should present a list of techniques straight away.

We also tell our copywriting courses learners to avoid capitalising every word in headings – this makes them harder to read, as repeated capitals stop the reader’s eye from skimming across the screen.

Minimising the used of capitals does not affect Google performance, as Googlebots do not reward or penalise them.

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