No matter how good, creative and attractive content you post on your website it is of no use if it fails to please your consumers. People surf net because they want specific and relevant content. Nobody has time to read everything you write on your site therefore, the content on your site should be specific.
In order to find the right consumers, you must write a simple headline which makes it clear to the visitors that the information they are searching is available at your website. In order to increase the visibility of your headline, you can always increase the font size.
Most of the times web users are compared with the trained hunters who are well aware how to search the content specific website. Therefore, if we provide them dense information they will go to some other hunting ground without wasting any of their time. Make sure that your free-lance writers understand the goal of content they are writing. You can always ask them to write multiple headlines so that readers can easily find what they are interested in.
If the content on your website is specific and the information is in the proper order then the chances of your consumer to visit again boost up.