Element #2

Once you have caught the attention of your reader, through the use of a strong headline, you need to ‘hook’ your reader and pull them into the main part of your web page copy.

An opening hook should (hopefully) continue from where your headline finished, in the ‘attracting their attention’ stakes. Present a problem, or outline the benefit to your reader in more detail and in a way that they can personally ‘identify’ with. By doing this you are more likely to “strike a chord” with your reader. Why? Because you are demonstrating that you clearly understand their goals, needs and problems.

It can sometimes be appropriate to emphasise the key points or benefit expressed in the main headline. Give your reader a bit more detail. Try to include the benefits of reading this website thoroughly. If they want to explore and experience what you have to offer, it will be because you’ve given them a compelling urge to read more!