Short answer, you don’t. However, if you want to entice buyers to learn more about your product, making a good first impression with an effective website headline is the only way to keep them engaged with your site. A good headline can make or break a buyer’s interest, so it's crucial to clearly articulate your value proposition in this first touchpoint.

According to copyblogger only 20% of website visitors make it past the headline. That means that in addition to communicating what your B2B brand does, you’ll also need to make your headline catchy enough to keep visitors engaged.

To help you craft the perfect headline, we’ve collected some of our favorite value-driven B2B website headline examples to provide inspiration for your next homepage iteration. Let’s explore what leading brands are doing to make their B2B website headlines pop.

Vanta

Headline: Automate compliance, manage risk, and prove trust - continuously

Security and compliance platform, Vanta, communicates exactly what prospective customers can expect to achieve with their tool. Vanta uses a simple structure to make its value proposition as clear and concise as possible.

Rev.io

Headline: Software designed with your growth in mind

Billing software provider, Rev.io, leverages a self-referential headline to communicate that their software is configurable and flexible. Rather than using the headline to tell visitors what they can achieve by using Rev.io, they let prospective buyers know that Rev.io’s software was purpose-built for them.

StatSocial

Headline: Where social audiences meet data, research & measurement

Social audience insights company, StatSocial, focuses on the data-driven landscape with their homepage headline. Making the connection between social audiences and an increased focus measuring performance, they make it clear that with StatSocial, you’ll be able to easily access the data you need to make better informed marketing decisions.

Greenhouse

Headline: Your all-together hiring platform

Alluding to how disparate the hiring process can be for all parties, Greenhouse conveys the concept of unity in their value proposition in two different ways. The all-together phrasing emphasizes not only connecting various teams to propel success, but also acknowledges that with their solution, the hiring process (from sourcing to onboarding) is seamless from start to finish.

Lextegrity

Headline: Compliance data analytics and automation software

There’s something to be said for no-frills headlines. Compliance data analytics and automation software, Lextegrity, takes this approach with its homepage by telling visitors exactly what they sell. This strategy likely works well for the target personas they know are browsing their site.

Braze

Headline: There’s never been a better time to be a better marketer.

Customer engagement platform, Braze, leverages an aspirational headline message, inspiring users to unlock their potential to be better marketers. This approach instills a sense of urgency in potential customers – there’s never been a better time – and encourages them to seize the opportunity ahead.

Buffer

Headline: Grow your audience on social and beyond

Social media publishing tool, Buffer, uses a bit of ambiguity in its homepage headline to achieve an aspirational sentiment. In saying “and beyond”, Buffer enables site visitors to imagine how the tool can help them achieve more, even outside of social media goals.

NEXT Insurance

Headline: We’re 100% dedicated to small business.

NEXT Insurance uses its homepage headline to communicate that their focus is on supporting small businesses. Rather than providing a broad value proposition, they use the prime real estate on their homepage to focus on their biggest differentiator and single out their target audience, speaking directly to ensure their commitment to serve this niche audience.

Explore AI-driven tools

These examples are just a small sampling of what B2B brands can communicate with a powerful website headline. The key to an effective headline is to continuously test ideas and iterate. It’s also important to keep in mind changing market conditions and trends to stay current and adapt messaging – relevancy in the context of current events is a powerful tool.

Leveraging a website optimization tool can take the guesswork out of testing. AI-driven solutions provide your marketing team with more insights on what messaging resonates with your audience and also what is driving conversions. For even more website headline inspiration, explore our latest ebook, 9 B2B website optimization ideas that work.