Kranz On Copy: Insights and answers on copywriting and writing copy

I see this on the Web all the time: flat, completely undescriptive headlines and subheads that fail to engage visitors in any meaningful way. You know the labels: "About us," "History," "Products" and even the misapplication of the correct intention -- to include benefits and features -- with literal headings that say, "Benefits" and "Features."

Do yourself, and your prospects, a big favor. Transform the static labels into active prompts. Hook your readers' attention by teasing them with the promise of rewards to come.

For example, instead of using the label "Benefits," incorporate one of your most compelling benefits into the head/subhead/label itself, such as "Save up to 12.8% on replacement parts" or "Identify the most qualified candidates in half the time." The classic corporate history page? Try something that offers a little drama, such as "From roadside stand to national retailer -- The TarMart Story."

Another way to think about this: If your content were a newspaper article, what would the headline be? Instead of a mere "Products" page, perhaps you could use a headline such as, "Environment-friendly 'green' paints come in a rainbow of designer-friendly color options."

Yet another suggestion: When in doubt, lead with a verb. Replace "Feature Options" with "Build your ideal [what-have-you]."

Has anyone seen examples of Web sites with genuinely helpful or engaging heads/subheads? Send 'em along and share.