You're website target audience may not be as smart as you think they are.
I was writing an email and looking for that perfect Subject line and it dawned on me that writing or choosing a Subject line in an email is the same as writing headlines for your website, marketing campaign, advertising, etc.
Subject lines and headlines both need to be concise and to the point and intriguing enough for the reader to proceed further (i.e. opening the email or buying a product).
An Attention Getting Device
I learned in my first days of public speaking to open your speech with an attention getting device. Something that would grab the audience by surprise and redirect their attention to you, the speaker, and what you were going to say.
Grab the attention of your audience. Get them interested.