Tactic 3: Create Textual Stepping Stones to the Finish Line

Is there anything worse than landing on a web page filled with big long paragraphs of unformatted text, hardly a headline in site? You feel as if you’re being forced to study for a test, not get ready to put some cash on the table. Break up long paragraphs into shorter “chunks” separated by bolded headlines. Then go one step further.

Write each headline with the assumption that the reader might not even read the text in between. Most people just skim pages anyway, darting around looking for a snippet of information that catches their interest. That doesn’t mean you can skimp on writing good body copy, but headlines are the stepping stones that encourage your visitors to dig in and stay awhile. I argue that your headlines and sub-headings should mirror the buying process, known by copywriters as “AIDA.” AIDA goes something like this:

-> Get their Attention -> Peak their Interest -> Create Desire -> Put forth a call to Action

Effective headlines are not just “Attention” getting but should take your visitors by the hand and gently walk them toward a clearly defined goal for that page. The goal could be to get the user to click to another page, fill out a form, call a specific phone number, or make a purchase. Of course, the text underneath each headline must support and reinforce each step of the buying process. If it doesn’t, you might come across as a flake because you have not rewarded your visitor’s momentary desire to dig for details.

Feed the need for instant gratification and you’re halfway to winning the game.