Sure, a witty headline can grab attention, but to close the deal, you need to connect with the reader.  To do that, you must impart information quickly and clearly.  Vocabulary can and should relate to your target audience, but it is more critical that the content flows smoothly and is logically connected.  Your format should enable quick scanning, especially online.  Bullet points, subheadings, and an “inverted pyramid” writing style are a few of the techniques I use to achieve those goals.