A List Apart

Menu Issue № 238

Convince large companies to openly support web standards; enhance site effectiveness by improving copy.

Who Needs Headlines?

by Shaun Crowley · 40 Comments

A designer formats and places text. Technically, the job ends there. But some designers go further, sharpening their clients' content to grab and focus user attention. In so doing, they create more effective sites—and gain an advantage over other designers. Drawing on decades of copywriter lore, Shaun Crowley discusses seduction by headline and other principles of writing that sells.

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