“You have about 2 seconds to impress someone with your website, or they’re gone.” It’s a long-established, but still-lamented, fact in the newspaper business that readers seldom read much beyond the headline and first sentence, regardless of how much time, hustle, and wordsmithing went into crafting the article. It’s one of the reasons many newspapers emphasize splashy headlines and captivating first sentences – because they want to draw readers in. These same practices hold true for your website...