Once users have landed on your webpage, they need motivation to stay on your site. Users expect navigational help on each page. This is done through enticing them with interesting and relevant content, which becomes even more important when you want them to divulge personal information, such as credit card numbers and email addresses.
However, once you've hooked them in and they're happy, the next thing is to direct them to a desired action. Copy that purely talks about facts and benefits isn't enough; there needs to be calls to actions - not in the navigation bar, but in the copy itself.
It is believed that people are more likely to click on links within the copy than those in the navigation. If you want them to make contact or visit an order or subscription form, tell them so. If you want them to read more about a service, check out the FAQ section, or read some testimonials from happy customers/subscribers, include these in the body copy with strategically placed text links directing them there.
The old saying of "ask and you shall receive" proves itself here.
