Waaay back in the early 2000s, we drove places without directions.
No GPS. No Google Maps. Just vibes and a vague sense of which way was north.
Missing exits. Going the wrong way down a one-way street. Turning left when you should’ve gone right — and not figuring that out until you hit a dead-end or a driveway with very disgruntled-farmer-with-a-shotgun energy.
Sometimes we stumbled onto awesome little esoteric shops — something with a dragonfly, maybe? — and could never find them again. Sometimes we ended up somewhere sketchy and had to double back, trying very hard to look like we meant to be there.
For small business owners DIY-ing their website copy, writing a homepage headline can feel exactly like that.
You know where you want to go. You just don’t have directions.
Because a headline that actually works needs to:
- Speak directly to the right person
- Make the wrong person self-select out
- Be immediately understood by someone who’s never heard of you
- Hold up long-term — not just until you get tired of it
That’s a lot to ask for one line of copy. And if you’re anything like me, staring at a blinking cursor is like handing your creativity the black spot.
Too much freedom = indecision for my neuro-spicy brain.
A Little Structure Goes a Long Way
When copywriters and designers start a new project, they usually begin with a wireframe — a rough sketch of the layout or structure of a page.
Think of it like the framing of a house. You can see the basic structure, where the walls will go, but nobody’s picking out cabinet hardware yet.
A wireframe gives your brain a direction and a creative nudge, without locking you into something too specific too fast.
My 6 Go-To Headline Wireframes
These are the 6 wireframes I come back to again and again. They’re flexible, industry-agnostic, and work like a mad-libs-meets-fill-in-the-blank starter kit for anyone who’d rather write something good than stare at a blank page.
Each one includes two examples and a note on when — and when not — to use it.
This is just a taste. The Headline Starter Kit has all 35 — built for homepages, service pages, about pages, and anywhere else your words need to work harder. Grab it below. ⤵️ But these 6 will get you moving today.
THE EVERY-MAN
[Get benefit] [in an unexpected way].
How it works: Simple and immediately relatable — like a good lead character in a story. The benefit calls directly to what your reader wants. The “unexpected way” adds just enough intrigue to make them lean in.
Quick tip: Don’t be vague on the “unexpected way.” Specific beats mysterious every time. Think about what your reader is trying to avoid and work backward from there.
Examples: Healthy Snack Options Even Your Pickiest Eater Will Beg For.
A Drop-by-ready Home at the Touch of a Button.
When to use it: Ideal for a homepage headline, service page hero, or anywhere you want to lead with the outcome. Works for any type of business and pairs well with a subheader or short body copy so you don’t leave readers hanging.
THE OBJECTION BUSTER
Now You Can [Desired Outcome] — Without [The Thing They Dreaded]
How it works: A classic for a reason. This wireframe names not just your reader’s desire, but the assumed cost they’ve been dreading — and removes it. The more specific and real that cost, the harder this lands.
Quick tip: “Now” adds a sense of “this is what you’ve been waiting for” — but drop it if it doesn’t fit your tone or wording.
Examples: Get More Restful Sleep — Without Paying Thousands for a New Mattress.
Now you can have a website you’re proud to show off — without the designer price tag.
When to use it: Works for homepages, sales pages, and services pages. Especially powerful when you know your reader’s #1 objection and want to knock it out before they even get to your subheader.
THE AUTHORITY BUILDER
[What you offer] for [specific audience], by [your unique approach or experience]
How it works: A three-part harmony — and most people try to pull it off as a duet.
The first two parts (what it is + who it’s for) do the expected work. The third part — your unique approach or experience — is what makes the whole thing sing.
Think The Supremes. The Three Musketeers. Harry, Ron, and Hermione. Every part adds something specific to the experience.
Quick tip: Don’t phone in the “approach or experience.” Make it personal, specific, or unexpected — that’s the part that does the actual work.
Examples: Website copy for creative service businesses, by a copywriter who refuses to write anything she’d be embarrassed to have tattooed on her.
Healthy Meals for Busy Families, by a Certified Dietitian — and Single Dad of Three.
When to use it: Strong for about pages, service pages, and homepages where you need to differentiate fast. Works best with solution-aware readers — the ones already shopping for the right person.
THE SUPPORTIVE BESTIE
Because [problem] shouldn’t stop you from [aspiration]
How it works: This one leads with empathy and reads like something a friend who actually gets it would say over coffee. Sassy, supportive, and hopeful — all at once.
Saying the quiet part out loud — naming your reader’s real obstacle — makes this wireframe disarming. Just don’t overpromise on the aspirational side. Readers can smell smoke from a mile away.
Quick tip: The problem and aspiration need to be in direct tension with each other. You’re the friend across the table saying “yeah, but ____ doesn’t mean you can’t ____.”
Examples: Because a tight budget shouldn’t stop you from having the wedding of your dreams.
Being camera-shy shouldn’t stop you from having photos you love — and look great in.
When to use it: Use this on a services page, sales page, or pricing page when you want to address objections head-on. It can work on a homepage or about page — just know it attracts and repels in equal measure.
THE TURNING POINT
We can’t change [past issue or immutable fact]. But we can [positive future outcome].
How it works: Leading with what you can’t do is the opposite of most headlines — which is exactly why it stops people mid-scroll.
You grab their attention by admitting a limitation. Then you hand them a path forward.
Quick tip: The “we can’t” part needs to be honest — but forgiving. You’re acknowledging the past without twisting the knife.
Examples: We can’t change that you didn’t have a savings plan in your 20s. But we can help you build one that actually works for your lifestyle.
I can’t give you more hours in the day. But I can make sure you don’t waste them on business systems that don’t work for you.
When to use it: Great for building trust with readers who appreciate straight talk. Also works well on services pages or “what to expect” pages where you’re setting honest expectations from the start.
THE CHUCK NORRIS (bonus)
[Product/service] so [key adjective], [absurd, funny, or unexpected consequence].
How it works: This format is inspired by the structure of a Chuck Norris joke — and it’s genuinely one of my favorites for turning your biggest benefit into something memorable.
For the uninitiated:
Chuck Norris is so legendary, the boogeyman checks under his bed every night.
Chuck Norris is so fast, his shadow had to file a missing persons report.
Chuck Norris is so tough, Legos apologize when he steps on them.
Take what your reader most wants to be, do, or feel — make that your key adjective — then follow it somewhere unexpected and a little absurd.
Quick tip: Your key adjective should point directly at your reader’s desired outcome. Lead with that, then let the consequence get weird.
Examples: Tattoos so good your mom will put them on the Christmas card.
Parties so fun, the kids will forget all about the cake.
When to use it: Humor-infused, so use it where personality can lead: homepage, services page, social ads, or even your contact page. It shows readers exactly what you do and what it’s like to work with you — without feeling like a pitch.
How to Use These Wireframes
These aren’t rigid formulas. They’re starting points — meant to be bent, twisted, and shaped into something better. That’s the whole point of a wireframe.
Here’s how I do it: set a timer for 2–3 minutes per wireframe. Use pen and paper. No editing, no erasing — just start a new line when something isn’t working.
Aim for a random number of variations — somewhere between 13 and 29. Random targets force your brain to keep going past the obvious ideas and into the good stuff.
Work through all 6, then go back and pick your favorites to refine. You’re looking for the one that’s clear, specific, and sounds like something a real person would actually say out loud.
The Part Worth Underlining
Clever is optional. Clear is not.
These wireframes keep you from starting from scratch — and they keep you honest about whether your headline is actually doing its job. If your site isn’t converting the way you want, your headline is worth looking at first.
