Читать книгу Business Writing for the Web - Dan Furman - Страница 5

Headlines lead off most pages. They capture interest and/or give the reader an idea of what to expect on a page. You don’t HAVE to have a headline, but I use them on most pages I write because it just helps lead things off. When people scan a page, they see the headline first.

Now, there are a lot of opinions regarding headlines. Generally the strongest opinions come from “long sales letter” copywriters and the like — these types of sales pages need a compelling, benefit-laden headline that typically asks a question or makes some kind of outrageous proclamation designed to spur certain feelings of need. In fact, there have been entire books written on the subtle subconscious effects of “sales letter” headlines, and how they draw people in to a page: