For example, your promotion was for a particular product, but the visitor winds up on your home page. People who wouldn't consider marketing without good headlines offline will do it on the Web without thinking twice. This is a shame. If they did think twice, they'd know how silly it is. Once your page starts to show in a visitor's browser, you have about 5 seconds to get their attention.
Good headlines give people a reason to keep reading.
They help get attention, and they break up the text into logical pieces. Titles are what a visitor sees in some of the search engines, and they're what gets shown if he bookmarks your site. Tell them what you're offering right up front and watch your sales go up. Untargeted advertising is the fastest way known to blow a budget and get no results. Know exactly who your audience is, and market directly to them.