How to Write a Caption

Benefits are often confused with Features
Benefits Sell Products ~ Features do not

CAPTION COPY IS RARELY given the attention it requires. Any landing page, sell sheet, or product page will use graphics -- several if the page is the size of a blog post or larger.

General rule of thumb: there should always be a graphic visible on the page as the reader scrolls toward the bottom. If one is sliding up out of view, another should be sliding into view. That said, each of these graphics have a two line "framing" opportunity in the caption.

CAPTIONS ARE READ MORE OFTEN than the  first lines of sections. Research has found Business Readers use the section headings as  weather vanes to infer what information sections contain as they scan page content -- but will read the full text of caption. If the reader has decided that a section should be read, over 68 Percent  will skip the first three to four lines, knowing they will be introductory -- information already derived from the Section Heading -- and then scan the article until something grabs their attention as "real information."