I have now lost the source of where I got this from, but I recently came across an interesting discussion on the art of writing web content and the importance of trying to call a customer into the site through making “a big fat claim”. This could be anything such as “lose weight in 21 days, guarnateed” or “pick of the backpacker hostels – Lonely Planet” (which is the opening line of the Hot Rock backpackers website).
The idea is that you make a claim that will call your visitors straight into the site. The important rule is that this claim has to be believable and in fact proveable. This is a really interesting area and something I will do some more work on as writing web content is essential to the success of any website. Look for this to be covered in a future article. if anyone has some interesting research they can point us in the direction of please do.