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The Hook
The last sentence of your opening page is as important as the headline.
This is the sentence that must entice your visitor to move on to
the next page. It must lead your visitor on. In the same vein...
Each paragraph of each page must lead your visitor to the next
paragraph. A hook - oh - I know this is a very bad term -
it implies that you're trying to catch fish rather than sell
products, for lack of a better term...
A hook's purpose is to maintain your visitor's interest;
it must keep them reading. So at every juncture - at every break -
whether within the page or going to the next page -
you need to "lead people on". Also...
Always keep in mind that you are trying to lead visitors
through your pages in the order that you want them to go.
You want to present a solid case for why they should
purchase your stuff - in order to present a solid case,
you need to stack up your benefits so high that they will
have no choice but to buy. You also need to...
Present your case in the order that will get the best response -
that's why it's necessary to lead them. Benefits first,
then features. At the forefront of your writing remember...
Your goal is attaining your target response.
You want them to read your introduction page first -
then at the bottom of the introduction page - you "lead"
them to your next page. At the bottom of the second page -
you will have another hook which leads them to your third page -
and so on... until they get to your final page which contains
your call to action that elicits your target response.
Content tips to keep them reading
- Ask a question (beware, you can really overuse this technique) also the "question" must somehow be tied to the benefits of your product.
- Use elipses (...) or long dashes (-). Gets them thinking, "Mmmm, what's next?"
- Use an unfinished sentence,
"90% of internet newbies don't know how to..." How to what? What's the answer?! Give people a link to find out the answer.
Linking tips to keep them clicking
- Use arrows (you'll need a graphic arrow - an image.)
- Have the link to the next page inside your final sentence (or incomplete sentence).
- Use a "next" button.
- A clear navigation system is your friend. (You may have the most awesome text - but if they can't find the next page - you're dead in the water.)
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