Your headline is the single most important piece of copy on your landing page. Studies show that 80% of visitors read the headline, but only 20% read the rest. If your headline doesn't grab them, nothing else matters.
Here are 7 formulas used by the highest-converting pages:
1. The Specific Outcome Formula
Template: "[Achieve specific result] in [timeframe] without [common objection]"
Example: "Add $12K/month in recurring revenue in 90 days without hiring a sales team"
Why it works: Specificity builds credibility. "Grow your business" is forgettable. "$12K/month in 90 days" is concrete and believable.
2. The Problem-Agitate Formula
Template: "Stop [painful thing]. Start [desired outcome]."
Example: "Stop guessing why visitors leave. Start converting them into customers."
Why it works: It names the pain the reader is already feeling, then immediately offers relief.
3. The "So What?" Killer
Template: "[What you do] so you can [why it matters to them]"
Example: "AI-powered page audits so you can fix conversion leaks before they cost you thousands"
Why it works: Features don't sell — outcomes do. The "so you can" bridge forces you to translate features into benefits.
4. The Social Proof Lead
Template: "[Number] [type of people] use [product] to [outcome]"
Example: "2,400+ marketers use ConvertIQ to find and fix conversion killers on their landing pages"
Why it works: People follow crowds. Leading with social proof immediately builds trust.
5. The Question Hook
Template: "What if you could [dream outcome] without [sacrifice]?"
Example: "What if you could double your conversion rate without redesigning your entire site?"
Why it works: Questions engage the reader's imagination. They can't help but picture the outcome.
6. The Comparison Reframe
Template: "The [expensive alternative] results at [fraction] of the cost"
Example: "CRO agency results at 1/100th of the cost"
Why it works: It anchors your price against something expensive, making your offer feel like a steal.
7. The Curiosity Gap
Template: "The [surprising fact] about [topic] that [outcome]"
Example: "The 3 words on your CTA button that are killing your conversions"
Why it works: It creates an information gap the reader needs to close.
How to Test Your Headlines
Don't just pick one formula and hope. Write 3-5 variations, then test them. The easiest way is to run your page through a conversion audit — tools like ConvertIQ will analyze your headline and suggest specific rewrites using proven copywriting frameworks.
The best headline is the one your audience responds to. Test, measure, iterate.