A free guide by Netlogic Media
The rewrite framework, five before-and-after headlines across five different industries, and the gut-check to know if yours is specific enough.
Quick answer: Name the specific problem, name who has it, and name the immediate fix or timeframe. If a competitor’s homepage could say your exact headline word for word, it isn’t specific enough yet.
A generic message is easy to ignore. A specific one is almost impossible to ignore, if you’re the right person. Here’s how to make sure yours is.
The Specificity Rule: If a competitor’s homepage could say your exact headline word for word, it’s not specific enough yet.
Step 1 — The Rewrite Framework
Name the specific problem. Name who has it. Name the immediate fix or timeframe.
Step 2 — Five Before-and-After Headlines
- Home services: “Reliable Heating & Cooling Solutions” → “Furnace Won’t Turn On? We’re Out Today, Not Next Week.”
- Solar: “Switch to Clean, Affordable Solar Energy” → “Tired of Your Power Bill Climbing Every Summer? Lock It In With Solar.”
- Med spa: “Look and Feel Your Best” → “Want Botox Results That Look Refreshed, Not Frozen? Book Your Consult.”
- Health & fitness: “Personal Training For Every Fitness Level” → “Haven’t Worked Out Since Your Back Injury? We Start Where You Are, Not Where You Were.”
- Trade school: “Start Your New Career Today” → “Want To Be Wiring Houses In 10 Months Instead Of Sitting In Lectures For Four Years?”
Step 3 — The Gut Check
Read your current headline out loud. Could a competitor’s homepage say the exact same thing, word for word? If yes, go back to Step 1 and name the actual problem, not the category you’re in.
Where This Falls Short: Getting specific will make some people scroll past who would never have bought anyway. That’s supposed to happen. It’s not a bug.
Start Here: Rewrite your homepage headline this week using the framework above.
The Payoff: The goal isn’t to be liked by everyone scrolling past. It’s to be unmistakably for the person already dealing with this problem right now.
Frequently Asked Questions
How do I make my business headline more specific?
Name the specific problem, name who has it, and name the immediate fix or timeframe. That kind of headline is much harder to scroll past than a generic benefit statement.
How do I know if my headline is too generic?
Read it out loud and ask if a competitor’s homepage could say the exact same thing, word for word.
Will a specific headline turn away potential customers?
Yes, and that’s intentional. Getting specific filters out people who would never have bought anyway.
Does this headline framework work for any industry?
Yes. The framework applies across any service business; only the specific words change.
Want Your Whole Site Rewritten Around Who You’re Actually For?
Instead of rewriting one headline at a time, we can rebuild your positioning across your site and ads so every page speaks to one person, not everyone.
