We use the word compelling because we want content on your website that leads prospects to a conclusion and further action, whether it be downloading a white paper, signing up for a newsletter, registering on your site, etc. First we engage prospects, then we give them options to go further down the sales funnel.
One of the guiding issues for developing compelling copy is to understand the contradiction: prospects must get the information they need quickly, but they also like “deep copy” that gives them the vocabulary and decision metrics to make a good choice. So we frontload the “who, what, where, when and why” but provide access to more thorough information down the page or with an intuitive linking structure or imaginative use of callouts that users can navigate to. We have found that “length = depth = engagement” for many prospects, but nobody smiles when they open up a 5,000-word webpage. You have to be smart about it.