Headline
The big line at the top whose only job is making the next line worth reading: the promise, stated so a stranger cares.
See it
What it is
A headline carries the promise. On a landing page it is the first and frequently the only thing read, which is why Ogilvy's old line keeps getting quoted: on average five times as many people read the headline as read the body copy. Budget your effort accordingly.
The shapes that reliably work: state the specific outcome ('Ship your side project this weekend'), name the audience and their problem, or make a claim concrete enough that someone could doubt it. Numbers, timeframes, and plain nouns beat adjectives. Wordplay usually costs more clarity than the attention it buys, and a headline that only makes sense after reading the page has already failed.
Gotcha: a headline is not your tagline and not your product name. A tagline is a brand asset that stays put for years; a headline is written for one page, one audience, one moment, and should be rewritten whenever the traffic source changes.
Ask AI for it
Write 15 headline options for this page. Audience: [who]. Product: [what it does]. Outcome they get: [result]. Constraints: 10 words max, no puns, no 'revolutionary', 'seamless', or 'effortless', concrete nouns and verbs only. Spread them across angles: outcome-led, problem-led, audience-named, number or timeframe, and contrarian. Give each headline a one-line dek that extends it instead of repeating it. Then rank your top 3 and name the objection each one answers.