Headlines for scanners (and humans) on SME websites

Short answer: Headlines should communicate benefit and specificity in the first line—scanners decide in seconds; humans read on when the promise feels credible.

Cleverness that obscures the offer costs enquiries.

Patterns that work for NZ audiences

• Specific + outcome: “Same-day switchboard repairs in Tauranga”.
• Risk reducer: “Fixed-quote site audits—no surprise add-ons”.
• Proof adjacent: “Trusted by 200+ Waikato landlords” (if true).

Subheads carry detail

Let H1 stay crisp; use H2s for methodology, inclusions, and objections.

Test responsibly

Rotate hero copy seasonally; log changes against lead quality, not only quantity.

Frequently asked questions