Although your headline is an important tool for getting visitors to stay on your page, an engaging lead sentence will get visitors to read more.
A number of standard types of leads can persuade visitors to read your copy. Here are a few of them:
You can use this to create a sense of need in the reader. The question lead makes the reader want to search for a solution to the problem highlighted by the question. Example: “Leaky basement?”
The teaser lead can create intrigue about the information to follow. Example: “You’re probably wealthier than you think.”
When your copy is long, you can use a summary lead to make the information that follows easier to digest. Using a summary lead will allow you to get more of your important information out in the first sentence and above the fold. Example: “With more than 10,000 subscribers, the XYZ newsletter is the most read industry resource available online.”
Readers are more likely to relate your message to their needs if you specifically identify them in your copy. Even if they clicked the link to your landing page, they do not necessarily want to know about your company or what it can do for them. All they want to know is that you understand their problem or need and can provide a solution for it. Example: “You deserve a vacation today.”
Again, you don’t have a lot of time to hook your visitors, and an engaging lead sentence will make the job easier. Maintain continuity and congruency by keeping your headlines, leads, and link copy consistent to avoid confusing your visitors.