If you have an important point to make, don't try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time - a tremendous whack!
- Sir Winston Churchill
This is virtually a law of presentation. The way it is worded for articles and presentations is: "Tell them what you are going to say, say it, then remind them what you said". You'll find the Tell, Explain, Recap method used very heavily in all sorts of informational presentations. Its highly effective.
So far my only goal has been to record and distribute information, as I have been building up to the general call to action with the entire series.
Personally, I try to have goals in mind all the way through. The 'headline' has to make them want to read the first paragraph, the first paragraph has to interest them in the full story, and the full story need to fulfil whatever goal you had in writing it.
In writing of all kinds, foreshadowing is highly effective. It means having the conclusion in mind right from the start, and giving the reader an early feeling for what will be coming later. This is just as true with marketing writing as for fiction. Repetition - much like the thing I mention above of "Say, Explain, Recap" - is great for getting an effective call to action to work.
Some people will arrive at a page almost randomly and need to walk through the whole text. Others may be referred by a friend or link and know some of the story and be skimming ahead to what they can do, and still others will be arriving knowing what is there and looking specifically for your links or action, etc. Sometimes I'll put the call to action in a sidebar column, so that it is level with the top, but visually separated so that it doesn't feel like its trying to make them do something before they've read the argument. It serves the widest variety of readers that way.