Any sales copywriter will tell you the headline is the most important element on the page.
If you don’t get the headline right, it doesn’t matter how good the rest of the page is, because nobody will read it.
Copywriters know this. And online content writers need to understand it too.
David Ogilvy, one of the greatest copywriters of the last century, used to say that once you have written the headline you have spent about 80 cents of every dollar your client will spend on that ad.
Put another way… 80% of your visitors read the headline, but only 20% will read the body of the page.
He made his observation about writing ads.
But you can say the same – and do the same math – when you look at the creation of content online.