--- title: "Writing headlines for your website pages | MCC Solutions" description: "Practical rules and formulas for page headlines and subheadings that tell visitors what they get, with before-and-after examples for local businesses." url: "https://mcc-solutionsnj.com/websites/guides/writing-headlines-for-your-website" --- Guide · Updated October 12, 2026 # Writing headlines for your website pages The headline is the line most visitors actually read. It decides whether they keep going. A good headline on a small business site is not clever; it is specific and useful. By [Matthew Coleman](/about), MCC Solutions **Quick answer.** A headline should show visitors they are in the right place, name something they want and give a reason to keep reading. Be specific and plain rather than clever, for example naming the service and the town. **Free tools:** [Search result preview](/websites/search-result-preview) · [Free website SEO check](/websites/seo-checker) ## What a headline must do A headline has three jobs: show the visitor they are in the right place, name something they want, and give a reason to read the next line. If it does these three, it can be plain. Compare 'Welcome to Smith Plumbing' with 'Water heater not working? We repair and replace on the same day when parts are in stock.' The second tells you the service, the situation and the benefit. Only say 'same day' if you can do it. ## Four formulas worth trying Problem and solution: 'Tired of chasing receipts every tax season? We keep your books ready all year.' Outcome and method: 'A tidy garden by spring with a plan that fits your schedule.' Question to the exact customer: 'Selling an inherited house?' Plain label with a qualifier: 'Residential roofing for older homes.' Try writing ten versions and choose the one that sounds most like what a real customer would say to a friend. Treat the first draft as raw material. The best line is often the sixth or seventh attempt, after the obvious ones are out of the way. ## Use the words people search Include the service and the type of customer in the main heading when it fits naturally, since it helps both visitors and search engines understand the page. Do not stuff every keyword in. One clear phrase is better than a list of services separated by slashes. Each page should have one main heading, and the subheadings beneath it should describe the content of each section so someone who scans can follow the argument. ## Avoid common traps Skip vague superlatives you cannot prove, such as 'the best' or 'unmatched quality.' Skip puns that need explaining and jargon that your customers do not use. Avoid long headlines that wrap to four lines on a phone, and avoid all capital letters, which are harder to read. Do not promise a result that depends on factors outside your control. For regulated work like legal, tax or health services, check what claims your professional rules allow. ## Subheadings and buttons carry weight too Write subheadings that make sense without the paragraphs below them. Someone skimming should get the outline of your pitch from the headings alone. Label the button with the same promise: if the headline says free estimate, the button should say 'Get my free estimate,' not 'Submit.' Test by reading only the headings aloud. If the story makes sense, the page works for skimmers. Do the same for the title of each service page. A heading like 'Services' tells nobody anything, while 'Furnace repair and tune-ups' sets a clear promise that the content below can keep. ## A quick worked example Say you run a bookkeeping practice for restaurants. A weak headline is 'Financial solutions for your business.' A stronger one is 'Bookkeeping for restaurant owners who would rather be in the kitchen.' It names the customer, the service and a feeling. The subheading can then add the practical detail, such as monthly reports and help with payroll and sales tax questions. ## Common questions **How long should a headline be?** Usually under about twelve words so it fits in two lines on a phone. Clarity is more important than a word count. **Should the headline include my business name?** Not usually. The name is in the logo and the title of the page. Use the headline for what you do for the visitor. This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking. Let us handle it [### Website design Fast, mobile-first small business websites built by a New Jersey firm, with a fixed written quote. You own the domain, hosting and content. Website design →](/websites/services/website-design)[### Local SEO Local SEO for small businesses: Google Business Profile, service and town pages, citations and tracking. Honest work, no ranking promises. Local SEO →](/websites/services/local-seo) More guides - [Copywriting for service businesses: plain words that sell](/websites/guides/copywriting-for-service-businesses-plain-words) - [Trust signals that make visitors feel safe to contact you](/websites/guides/trust-signals-on-a-small-business-website) - [Web forms that convert: fields, layout and follow-up](/websites/guides/web-forms-that-convert) - [How to build a landing page for a single offer](/websites/guides/landing-page-for-one-offer) Free tools - [Website basics check](/websites/seo-checker) - [Is your website working for you? quiz](/websites/quiz) [All guides](/websites/guides) Reach small business owners working on their website and Google listing who read this guide: [advertise here](/advertise#websites). Do it yourself ### Small Business Website Starter A fast, mobile-friendly one-page site you edit in a text editor and host anywhere, with the sections a local service business needs and a plain setup guide. [See what's inside ($29)](/toolkits/small-business-website-starter) [Free sample](/toolkits/small-business-website-starter#free-starter)14-day full refund ## Rather have us handle it? Ask for a quote. [Get a Quote](/websites/#quote)[Call (908) 444-6373](tel:+19084446373)