No matter how “captivating” your content, not everybody is going to read all of the words on the page. Provide the skimmer with enough information to make a decision.

Your subheads should tell the story in a nutshell. You should be stating the major sales points in your sub-headlines as the reader works through the copy. Anyone reading nothing but the subheads should be able to tell what the site is about and the action you want them to take.