5 examples of websites with killer headlines

Every business aims to solve a problem. Figuring out how to articulate the exact problem you solve in a short sentence isn’t easy.

Want to know the secret to writing a killer headline on your own website?

First, understand if your audience is problem-aware or solution-aware

a). Problem-aware audiences understand they have a problem, but don’t realize there is a solution to it. They go on with life suffering (whether mildly or excruciatingly) thinking, “well this is just how it’s going to be.”

b). Solution-aware audiences understand they have a problem and are also aware there are solutions to their problem out there. They know they don’t have to suffer from this problem any more. They just have to hunt around to find the best solution.

Then, write an irresistible headline that caters to their awareness.

Let’s break this down using five examples of website headlines.

Problem-aware website headline examples

1. HappyCog.com
This web design shop understands their perfect audience is disappointed with their current website…and isn’t looking for a flash-in-the-pan design trick that’ll date them just as soon as a new site goes live. “Beware the trendy pitch” educates the audience by suggesting yes, there is a way to get an awesome website without worrying about one that’ll be too trendy. The remaining copy on the page backs up the headline.

Happy Cog problem-aware website headline

2. ClickinMoms.com
ClickinMoms serves women that want to learn more about photography from other women. The headline “Become a better photographer on your own schedule” creates a solution for the problem-aware photographer who’s looking for photo training, but is too busy or tied down to commit to a structured class.

ClickinMoms website headline

Solution-aware website headline examples

3. Medium.com
They know their primary audience consists of bloggers looking to expand their reach beyond their own audience universe. Their headline aims to provide a solution to that desire: “Your audience awaits. Tell a story on Medium today.”


4. Evernote.com
Evernote is keenly aware that people want to stay organized and find stuff easily. But they struck another chord with their headline, “Remember everything” that pokes at what people’s disorganization causes: not being able to find and remember stuff.


5. MeganAuman.com
Metalsmith and textile designer Megan Auman’s tagline, “Make a statement every day” encourages the woman who’s a bit daring. She knows her ideal client seeks a unique, bold look. Her audience has a ton of options; Megan’s job is to convince them her site is the right place to be. She nails it, but I’d personally prefer that little tiny tagline be big and bold across the page, instead.

Megan Auman website headline

What’s your audience?

Are they problem-aware? Or are they solution-aware? State which you believe in the reply section and why. I promise to reply back and help if you’re in need of guidance.


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  1. says

    I don’t believe my audience fits into either category…I believe that they are unaware there is a problem. Therefore my job is twofold, make them see there is a problem, and educate them on how to fix it.

    • says

      Hey Sarah! I’m intrigued… my first reaction is to say if you’re marketing a service (or product for that matter) that no one has a relevant problem to match it, there might be something about the offering itself that needs to be tweaked. Otherwise, it’s mighty difficult to market (and therefore, sell).

      Willing to share more of your thoughts or what service you’re specifically thinking of here?


      • says

        It’s more of a general issue, I constantly see people purchasing images from “professional” photographers that are at best sub-par, and they love them! Personally I want to educate people about what they should expect from a professional. One of my goals as a photographer is to elevate the profession, teach people to expect more and demand more.

  2. says


    Your comment reminds me of happycog’s website…”your digital partner’s mastery…should be automatic.”

    I think that my audience is problem-aware because everyone has anxieties and difficulty making a decision on where to place images. I help them become aware of the problem am solutions when they request my pricing guide. The PDF contains pictures of room galleries and sample images where I explain why the image is important to capture and how I made it “work.”

    My website doesn’t convey this…oops! I’ve got some work to do, but this food for thought has given me some ideas to run with. Perhaps my website sliding bar of pictures could be a story about my services rather than just a series of images. Perhaps I could put text in with the images and show room galleries on my site rather than just portfolio images of clients…hmmmm…..

    Thanks for the inspiration!!!

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