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Avoid being cute or witty just to get a laugh. Your objective is to get them to read more. Do this well and your job is more than half done. Do it poorly though, and nothing else will help much.
Write with 'skimmer' in mind
Studies of people using internet have found that vast majority of surfers skim through a document before they decide to read it. This is a big reason why headline is important. You should also write your sales page with sub headings that are focused on benefits your target visitor will get by using your product or service.
As your visitor skims your sales page, they will stop to read what grabs their attention. If enough of content interests them, then and only then will they go back to top of your web page and start reading from beginning. People are in a hurry. They want to know what's in it for them right away. Make sure your page answers that question clearly and quickly.
Above all, make sure you test everything you do. Don't simply rely on gut feeling. Too many marketers make that mistake and it end up costing them a lot of money and lost sales.
Joe Duchesne is the co-founder of Yowling. They offer a web site builder that allows anyone to create their own website in no time at all with little computer skills. Reprint this article freely as long as you keep the links in this resource box live and clickable.