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I’m a copywriter, which means I have a slightly problematic habit.
You see, whenever I visit a new website for the first time, I can’t stop mentally rewriting the hero headline.
Here are 3 real homepage hero headlines I rewrote purely for fun.
I’m not the copywriter behind any of these brands, but if I were, this is what I’d try:
I’d A/B test their current headline against the rewrites and let the market decide who’s right.
1. Lane Eight
Before: “The Ultimate Training Partner.”
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After: “It’s true. Your pair of Lane Eight sneakers is made from 11 recycled plastic bottles.”
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1. Attention grabber⇝ it’s true.
2. Clarify what you’re selling ⇝ “your pair of Lane Eight sneakers.”
3. State specific proof point that shows why your product is remarkable⇝ “is made from 11 recycled plastic bottles.”
Why it works: “made from 11 recycled plastic bottles”
⇝It frames a common product (shoes) in an unexpected sustainability context.
⇝Most shoe copy focuses on comfort, style, or performance; this highlights eco-impact, which is slightly unusual — classic Pattern Break.
⇝ It communicates a product fact and makes it interesting: every pair is made from 11 bottles worth of recycled single-use plastic.
2.Sublime
Before: “The knowledge tool that sparks creativity.”
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After: “Most knowledge tools feel like work. Guess which one sparks creativity.”
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1. Use contrast to compare your product with a bad alternative⇝ “most knowledge tools feel like work.”
2. Invite mental participation⇝ “Guess which one”
3. Your promise⇝ “sparks creativity”
Why it works: “Most knowledge tools feel like work””
⇝ Calls out a widely felt frustration.
⇝ Creates cognitive friction by naming a pain most knowledge tools avoid admitting.
⇝ That tension primes the reader to look for relief.
⇝ And this creates clarity through contrast positioning Sublime as a different kind of knowledge tool, THE one that sparks creativity.
3.Constitution Lending
Before: “Get a rate in 2 minutes. No email required.”
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After: “By the time banks say yes, you’re already renovating (thanks to Constitution Lending).