Homepage headline examples for chefs
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
Ten of them follow, written for chefs rather than filled in from a template. Your customer is someone booking dinner for people they want to impress, in their own home, and what they are weighing up before they get in touch is paying a lot for dinner in their own home and having it feel like a catering job.
Service plus place
Private dining in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
I name the kitchens I trained and worked in
Use this when the whole market has a trust problem.
Speaks to the customer
For someone booking dinner for people they want to impress, in their own home
Use this where naming who it is for filters better than naming what it is.
Credential-led
Chefs in [your town] — trained and certified
Use this where the licence is the first thing people look for.
The question they typed
Need a chef in [your town]?
Use this to mirror the search that brought them here.
The standard
Describing the food instead of a philosophy about food
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Chefs who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just private dining. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Request a menu — tell me the date, the number and any allergies, and I will send a sample menu
Use this where the headline sits right on top of the button.
Writing for chefs: what actually matters
What should a chef’s website say that a generic one does not?
Three things, in this order. That you are trained and certified. That you understand the thing people are actually worried about, which for chefs is paying a lot for dinner in their own home and having it feel like a catering job. And what happens next: tell me the date, the number and any allergies, and I will send a sample menu. Everything else on the page is decoration by comparison.
What does someone booking dinner for people they want to impress, in their own home check first?
The credential, then the proof. For chefs it sounds like this. I name the kitchens I trained and worked in. I describe the actual food, not a philosophy. I hold current food-safety certification. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a chef’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "Tell me the date, the number and any allergies, and I will send a sample menu" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining paying a lot for dinner in their own home and having it feel like a catering job — there, specifics earn their length.
Everything else for chefs
Homepage headline for other trades
- Plumber
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- HVAC Technician
- Roofer
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