Why you need to change your headings

Remember being taught how to write essays? Your English teacher probably told you to write a heading and then an introduction before you go to the point. 

Many of us still do that but it doesn't work for marketing. Let's take the example of your website.

There are two things you need to consider before you even write a word: 

1. Most people are in a hurry or impatient: they won't spend ages hunting out information. If they don't find what they need or you don't grab their attention they won't stay on your site. They don't want to scroll down the page to find important details. 

2. Search engines look for key words and essential information on your site. They assume you'll give the most important details first - at the top of the home page, not hidden in a footer or on another page. If someone types a key phrase into Google and you've used it as a heading on your home page or in the first couple of lines - bingo! It's one of the many things Google looks at, and could mean your page ranks higher than a competitor who has hidden that key phrase somewhere else. 

If your heading says something like 'Welcome to....' or 'We offer something for everyone', you're literally wasting the space and words. 

You do need some kind of introduction on your website, but make sure it's to the point and conveys all the essential information a potential visitor would be looking for. No woolly words - just enticing details to encourage them to read on and find out more.