Have you ever read an awesome brand slogan, tagline or headline and think — “Damn – I wish I wrote that”? Well, here are 10 more where that came from.
Hey guys! It’s Alex. In this week’s post, I’m sharing 10 examples of brands that really nailed their homepage copy.
If you’re a copywriter, marketer or content creator looking to amplify a brand or campaign through powerful and precise wording — hit the subscribe button over on my YouTube Channel for more copywriting tutorials and tips coming your way every single week!
Now, you’ve heard me talk about headlines before. They are strategically-written attention grabbing statements with the sole purpose of getting a reader to engage with you.
They are the very FIRST thing a customer sees which is why they are the single most important and effective part of any blog post, video, ad, sales page or website. Your headlines decide who stays and who goes. Who clicks and who keeps scrolling.
But keep in mind that not all headlines are created equal. They will differ depending on the medium and traffic source. A blog post headline will be different than a landing page headline will be different than an ad headline.
And in this post, I’m talking specifically about homepage headlines. Your homepage is the first impression you give fresh prospects. Therefore, your homepage headline is more about branding than it is about direct marketing – the goal is to communicate what you do, add value, and build trust and credibility. It’s essentially your brand tagline or business slogan.
It needs to be precise, personalized and provoking and the shorter it is, the harder it is to write.
That’s why, to hone my headline-writing skills, I’m constantly on the look-out for inspiration from top brands online.
I always get really excited when I come across a succinct yet powerful headline or slogan that delivers a brand’s unique sales proposition as simply as possible.
As I like to say the right phrase pays, so here is my list of 10 brands that really nailed their homepage copy.
Notion is a collaboration tool that blends all your everyday work apps into one.
Their headline copy says it all with “All-in-one workspace: Write, plan, collaborate, and get organized. Notion is all you need — in one tool.”
In just four words, Notion managed to explain exactly what their product is all about and what’s in it for the customer. “All-in-one workspace”.
And their subheadline effectively communicates their singular benefit or high value promise— they help you get organized. It’s clear, concise and creates no confusion. Boom.
2. Khan Academy
Next up. Khan Academy. If you haven’t heard of Khan Academy before, they are an amazing non-profit educational organization that creates free online tools and tutorials for students of all ages to learn at their own pace.
Their headline? “For every student, every classroom. Real results. We’re a nonprofit with the mission to provide a free, world-class education for anyone, anywhere.”
That copy doesn’t only cover who it’s for, what it does, and what it promises — but also its WHY. It creates emotional resonance through inclusivity and empowerment — it’s for all students, it’s global, it’s free, and it’s highly accessible.
Our third highlight is by SquareSpace — the award-winning website builder that gives you a drag-and-drop, all-in-one solution for anyone looking to create a website.
Their headline reads “Look like an expert from the start. Our award-winning templates are the most beautiful way to present your ideas online.”
What I like about this copy is that it hooks you in with specificity, social proof, scarcity, a sense of automation and great value in under 7 seconds. Yet it’s also an easy read.
Award-winning templates that make you stand out and look like an expert as soon as you hit publish?
Nice one, Square Space.
4. Neil Patel
If you’re a copywriter or a digital marketer and you’re not already following Neil, get on it. He is an award-winning author and the founder of marketing platforms and services including Crazy Egg, Hello Bar and KissMetrics.
So it’s no surprise that this digital marketing guru can produce some killer headlines worth mentioning.
His landing page hooks you in straight away with “Learn how your competitors rank so high and how you can outrank them”.
This is a powerful headline coupled with a neat feature to type in your competitor’s domain and see how you fare.
Neil tells you right off the bat what he can do for you, piques his prospect’s curiosity, and offers mad results in advance. By adding so much up-front value he’s guaranteed to turn his prospects into immediate fans.
Brands like THINX are a goddess-send. It’s a progressive company that has revolutionized the feminine care industry with its period-proof underwear. Guys, you’ll still learn a lot from this one.
“Underwear made with period-proof tech. Now in styles that absorb up to 4 tampons worth.”
Yes, the fact that the brand has an amazing product that is providing relief and convenience to women everywhere is a total advantage. But what it does so well in the headline is explain what the product is and how it’s innovative in very few words.
And the subhead doesn’t only call out its competitor — the entire tampon industry — but also tells you that it’s going to save costs, save the planet, and make your life so much easier.
Our sixth worthy mention is Lyft — the rideshare app that lets anyone with a car make some extra cash and carpool as a driver.
They wrote — “Drive toward what matters”, followed by a simple, clearly-expressed call-to-action. Sign up to drive.
With a giant rival like Uber, Lyft gets creative and takes a more storytelling, emotional approach. In four words, the headline isn’t just practical, but also authentic, in line with the brand’s friendly personality. Because Lyft is your friend with a car, whenever you need one.
If Notion is your all-in-one workspace, Stripe is your all-in-one payment centre. The company is an online payment processing for internet businesses, offering a suite of payment APIs that powers commerce for online businesses of all sizes.
They are, as they so cleverly articulated — “The new standard in online payments. We handle billions of dollars every year for forward-thinking businesses around the world.”
This headline is fuelled with authority — they claimed the title as “best software platform” and that they handle billions of dollars yearly.
They employ the principle of social proof by calling themselves “the new standard in online payments for forward-thinking businesses”. Or in other words, forward-thinking businesses use us, why don’t you?
Number eight — Udemy. Udemy is an online learning and teaching marketplace with over one million courses, and 24 million users… mainly professional adults and students.
Their headline reads — “Focus on your future. Get courses that target your goals from just $10.99. Ends 8/8, 11:59pm PDT.”
This manages to tick off so many boxes yet reads so effortlessly. It assigns the reader a personal mission, tells them where to find the tools and for how much, then gives the reader a deadline. That’s empathy, offer and scarcity in what feels like a second. Copy that, Udemy!
Number nine on our Inspiration list — Blinkist!
Blinkist is a reading app that gives you access to the key lessons from over 3000 best-selling nonfiction books in 15 min or less. Think big ideas in small packages.
That’s a pretty awesome USP. But what I love about the headline — “Fit reading into your life. Key takeaways from the best nonfiction books in text and audio.” — is that it speaks to the worldwide struggle of reading more books as a new year’s resolution. Who doesn’t wish they could read more and actually make time for it?
Blinkist then continues with just the solution for that — get an entire book down in a fraction of the time by focusing on the key takeaways… so you can apply that wisdom instantly.
And last but not least — our tenth featured brand is my Canadian homie — Shopify.
Shopify is monumental in the e-commerce industry, providing a platform that has everything you need to sell online… on social media, or in person. They power over 500,000 online stores worldwide — including Penguin Books, Budweiser, and Tesla Motors.
Their headline reads — “Build your business. You’ve got the will, we’ve got the way.”
Granted — Shopify no longer needs to work hard to establish what they do anymore. Most people are fully aware of who they are. But this means that they have the authority to make bold and broad promises and be playful and cheeky about it without losing credibility.
You’ve got the will. We’ve got the way? Let’s admit — us copywriters love a good wordplay.
Watch This Instead
Alright, there you have it — 10 brilliant headlines by 10 great brands that hopefully gave you a dose of inspiration for your writing woes. The keyword here is INSPIRATION, guys. Do not copy what others are doing! We’re copywriters, not copy cats.
Leave me a comment below if you found this post helpful! And I want to know what some of your favorite headlines or slogans are. Share them below!
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Thanks for reading guys. Ciao for now!