When a user visits a website for the first time, they instantly judge what kind of product or service the website is about, and what benefits it offers to the user by looking at
the catchphrase
in the first view.
If users don’t understand what your product or service is by looking at the catchphrase and what benefits it has for them, they will quickly leave your site. The bounce rate and CV rate vary greatly depending on the website’s catchphrase.
This time, I will introduce how to create a catchphrase for your website. Please see the column below for general catchphrases, not just for websites.
The role played by the website catchphrase
A website’s catchphrase provides first-time visitors with an overview of the product and its benefits, attracts interest in the site itself, and serves as a call to action to take a closer look at the site.
When users see the catchphrase, they instantly understand what the products and services introduced on this site are and what benefits they will get by using those products and services, and they can scroll and Move on to the next action, such as transitioning to a page.
In order to capture the user’s interest in just a few seconds after recognizing the catchphrase and moving on to the next action, it must be simple, easy to understand, and meet the user’s needs.
How to create a catchphrase for your website
The catchphrase to be posted on a website can be created by combining ① and ② by creating ① copy that introduces the product/service and ② copy that introduces the value of the product/service.
①Copy introducing products and services
First, create a catchphrase to introduce your product or service. Specifically, think about copy that answers the question, “What kind of service is it?”
At this time, rather than giving an overview of the product or service or detailed features, try to clearly communicate the strengths that your competitors don’t have. It’s a good idea to create an image that conveys to someone who is introducing your product or service for the first time, “This is the product or service.”
②Copy that introduces the value of the product/service
Once you’ve written the copy that introduces your product or service, it’s time to write the copy that conveys the value you provide to users. Next, let’s think about copy that answers the question, “What value do we provide to our users?”
We verbalize the benefits and value that users who introduce your product or service will receive and experience. At this time, think about what problems your target users are facing and how you can solve those problems.
③Complete by combining the copies created in ① and ②.
Complete your copy by combining (1) copy that introduces the product/service and (2) copy that introduces the value of the product/service.
At this time, instead of just lining up copy, we complete the wording while checking whether the catchphrase can be understood at a glance what kind of product or service the product or service is, and whether the benefits to the user are being conveyed.
Key points for creating a catchphrase
There are three points to consider when thinking about a catchphrase: “Think of it in conjunction with the main visual,” “Use lead copy,” and “Improve specificity and reliability.”
① Think in conjunction with the main visual
A website’s first view is more than just a catchphrase. In most cases, the main visual of the product or service and the catchphrase are posted side by side.
It’s a good idea to compare it to the main visual used in the first view and check whether the visual image matches the catchphrase.
②Use lead copy
The simpler the catchphrase, the better, but there is no need to force it to be short. The purpose is to attract the interest of users visiting your website and guide them to the next action.
If the catch copy does not fully convey the strengths and value of the product or service, use lead copy. Lead copy is the copy that acts as a bridge to the main content of a website and is placed below the tagline.
It is a good idea to create a combination of the catch phrase and lead copy, using the catch phrase to attract the user’s interest, and using the lead copy to supplement what the catch phrase cannot convey.
③Improve specificity and reliability
The first view of a website, such as the catchphrase and main visual, increases the specificity and reliability of the product or service, creating a sense of trust and security in the user’s website, product, or service.
For example, by expressing the introduction results using numbers in the catchphrase, you can make it more concrete and reliable. In addition, you can increase credibility by posting the company logo, award history, and publication media.
To create an effective catchphrase
In order to create an effective catchphrase, regular PDCA and research on other websites are important.
①Regular PDCA
Using analysis tools such as Google Analytics and heatmaps, we will monitor the bounce rate, CV rate, and page scroll rate to improve the catchphrase. We will also create effective catchphrases while conducting A/B tests.
②Research on other websites
There is an LP summary site that compiles all kinds of websites and LPs, regardless of BtoB or BtoC. We will increase the number of catchphrases by referring to the catchphrases of websites posted on summary sites.
In addition, we thoroughly imitate good catchphrases and use them to create effective catchphrases for our company’s website. Below is a list of LP summary sites.
reference:
LP latest design summary reference site | LP Archive
I collected landing pages (LP).
Collection of landing pages useful for LP design | LP advance
L]: LP/Landing page
LP (Landing Page)
Landing page design link collection
A collection of vertical page designs
A collection of cool landing page designs
summary
- A website’s catchphrase plays the role of presenting an overview and benefits of the product/benefits to users visiting for the first time, attracting interest in the site itself, and encouraging a call to action to take a closer look at the site.
- To create a catchphrase, create ① a copy that introduces the product/service and ② copy that introduces the value of the product/service, and then complete it by combining ① and ②.
- The simpler the catchphrase, the better, but there is no need to force it to be short to make it concise.If you cannot fully convey the strengths and value of your product or service, use lead copy.
- In order to create effective catchphrases, regular PDCA and research on other websites are important.