Speak in terms of benefits, not features. In direct marketing, this is the equivalent of enticing the recipient to open the envelope. These are features. These are benefits. Write in the journalistic inverted pyramid style.
Journalists place the most important elements of a story in the first paragraph.
Each subsequent paragraph carries information of less importance as the story grows in length. This allows a story to be cut at any point to fit available space, yet still present the essential information. Because most of your pages will require visitors to scroll, you might lose them at any time. Thus, you should put the vital information you want to impart at the top. Ask a question that adds intrigue to the topic.