Just want to drop links to two articles that seem relevant for the writing style on snowdrift.coop:
"Headings Are Pick-Up Lines: 5 Tips for Writing Headlines That Convert" http://www.nngroup.com/articles/headings-pickup-lines/ "Great Summaries on ‘About Us’ Pages Engage Users and Build Trust" http://www.nngroup.com/articles/about-us-summaries/
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