Words of Copywriting Wisdom …
Why It’s Critical to Let Your Web Visitors Know They’ve Come to the Right Place
People don’t look at Web pages the same way they look at print pages.
If I pick up People magazine, I look at the photos first and then the captions. That’s not what happens on the Web. On the Web, people don’t look at photos first unless it’s a glamour-related site. On a regular site, they read the headline first.
Why? Because they’re driven by a purpose and they want to know if they’ve come to the right place.
So they read the headline and they will either think, “Oh, okay, this isn’t what I thought it was going to be,” and they’ll leave. Or the headline will say to them, “Yes, you’re in the right place,” and they’ll keep reading.
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