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Don’t Fail The “Skim Test”

January 6, 2025 — Simon Kelly

Don’t Fail The “Skim Test”

Your eyes probably went directly to that headline before you even considered reading this sentence.

That’s because headlines get attention.

Especially interesting ones.

Headlines have been used to grab attention through the ages since print was born.

They’re an extremely effective way to encourage somebody to read on.

Newspapers have used headlines to entice a customer into picking them up.

Posters use headlines for advertising important events and encouraging ticket sales.

Those giant billboards use them to show off the latest burger you should be ordering the next time your tummy rumbles.

A great headline can sell a product before the customer even reads the next line.

So why aren’t more marketers using them to the same effect on their websites?

It’s easy to assume your website headlines don’t need to be anything special.

The visitor is already on your website, after all.

If they’re interested in what you have to offer, they’ll read your content, right?

Not necessarily.

Humans don’t have a huge attention span, and it’s getting shorter with every advance in technology.

Modern website visitors only spend a few seconds on your homepage if they’re not instantly engaged.

They’ll feel the itch to leave if they’re met with huge blocks of content.

Headlines break through the noise and captivate attention.

They act as a breaker between long paragraphs of text and instantly tell your reader what they’re going to get.

You’ll want your content to be irresistible, much like that billboard that commands your attention.

Your headlines act as a beacon to your visitors, drawing them in to read more about how you can help them.

If they’re well written, you’ve done the hard part and kept potential customers engaged and on your website.

Now the rest of your content can shine.

Action steps for you:

  • Take a look at the most important three pages on your website
  • Are your headlines clear?
  • Do the headlines capture attention?
  • Would the headlines draw in your target audience?

If not, then spend some time re-writing your headlines so you’re making the most of your website real estate.

Want us to review your headlines for you?

Reply to this email with your web page URL and who your target audience is and we’ll take a look and share our recommendations.

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Author

Simon Kelly

Simon Kelly is the CEO and Head of Growth at SGD. Simon started his first web agency in 2009 which he merged with the SGD team in 2023. With a strong background in digital strategy and a history of working with fast-growing Australian companies, including CyberCX, Envato and Agency Mavericks, he's passionate about using ethical digital marketing that delivers business value. Simon's experience includes coaching digital agencies, running digital marketing workshops, driving growth and excellence within the SGD team.

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