Lead the headline with action verbs

When to use it

When the headline describes a passive end state ('Feel fresh without sweat marks') instead of telling the visitor to act on the problem.

How to run it

Build the headline on an action verb that ends the problem. L'Axelle switched 'Feel fresh without sweat marks' to 'Put an end to sweat marks!'.

Why it works

Raise the perceived value of acting

An action headline makes the reader the actor and promises the problem is over. L'Axelle's action-oriented headline converted at 38.3%, a 93% improvement over the passive control.

Source: Unbounce case: L'Axelle