A significant reason behind websites that fail is the lack of an effective direct response sales message. Such a message is comprised of three elements (it must be):

1. Captivating (it captures the reader's attention)
2. Riveting (it pulls her into reading further)
3. Engaging (it calls her to act)

How can you incorporate those three vital elements? If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia! But for now, let me give you a succinct explanation.

First, write to be scanned. On the web, people are fast-paced, click-happy (with an attention span the size of a DNA molecule) and easily bored. The burden of getting visitors to stop what they're doing and start reading rests entirely upon the headline, the headers and any grabbers