How should I write the headline on my landing page?

Votel recommends making the biggest text (the H1) your offer, stated as the outcome the customer gets, for example guaranteed more booked service appointments for your HVAC business. The outcome is usually stronger than the pain point alone.

Visitors form a first impression in about three seconds or less, and most skim by the hierarchy of text, reading only the biggest text. Test your page by reading only the big text: it should tell a story that makes sense and still sell. The big text can repeat or summarize one of the smaller lines, and the sub headline should explain the headline in more detail.

Name who it is for and the result in the first two lines, including your area if you are local. Include the word that explains the outcome, such as calls or appointments, so the headline explains itself. Avoid broad phrases such as AI powered marketing operating system; only a very big, well known brand can get away with them.

Do not open with questions that make the visitor do the thinking. Keep every section about that one promise, in order: what you do, how it works, proof, then the call to action, and tie the button text to the offer, for example I want more bookings. Do not show your brand name twice if the logo does the job.