16 April 2006

What's more important than the copy?

The headline!

You obviously need:
  • simple navigation
  • a guarantee to remove the risk
  • good graphics
But without a powerful and compelling headline that explains exactly what benefits your visitor / potential customer is going to get by reading your web site, the chances are they will move on elsewhere.

The most compelling sales letter, the best price, a great layout, but if your headline does not capture your visitors' attention and compel them to read further then they never even see the rest of your web site to make a buying decision. It is a simple strategy and it's one of the most overlooked.

Does your headline tell your visitors exactly what you do and exactly what tangible benefits they are going to get if they stick around and read what you have to say? If not, then you have some work to do!

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