Ever played the game “what is this ad selling”?
It’s one of my favorites, and there are some categorically bad ones out there (looking at you, truck commercials).
One I saw recently had the tagline “No Mold, No Cold”.
That would make sense for an HVAC company or maybe insulation.
But it was a DIY flooring ad.
The commercial showed people laying a strip of flooring, hammering it in, using shims to keep it level - all normal flooring things (I’m assuming. I have zero experience installing flooring).
I’m just confused about how “no mold, no cold” fits here.
Sure, we can stretch and say that it’s because a properly installed floor will keep your feet toasty and you won’t get water or mold damage underneath, but that really does feel like a long walk to get there.
So, why does this matter?
Because confusion kills conversion.
You never know how someone gets to your website. They can find you from Google, social media, referrals, or a random link someone texted them. You can’t control the context.
But you can control that they know exactly what you do within seconds of landing on your site.
Your main headline sets the scene. It should quickly answer:
- what you do
- who it’s for
- why someone would care
A mad-lib you can use is:
Helping (your ideal client)(reach a specific goal) with (your offer)
For example:
Helping new parents stay nourished and sane with weekly, done-for-you meal prep.
It’s not fancy, cutesy, or clever. It’s clear. There’s no chance for a teacher to land on this site and think they can get snack plates for their classroom.
When your website starts with clarity, your ideal clients will keep going.
And when they keep going, they’re far more likely to book time to talk with you, which turns into real leads and real opportunities to grow your business.