Words of Copywriting Wisdom … Why It’s Critical to Let Your Web Visitors Know They’ve Come to the Right Place by Nick Usborne

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.