The headline above is no mistake. It is specifically phrased to be a play on words from the famous call of the early 20th century newspaper boys to indicate that some big news has happened. And that is what a headline needs to be.
More specifically, headlines need to be clear, concise and witty. Headlines need to be prominently placed on your landing page so that your visitors have a clear sense of what you are offering them.
Go back to the newspaper idea and think about your landing page as a full page advertisement in the newspaper. If a reader does not get the point of what you are trying to say in a matter of a few seconds, then he will flip the page. The same holds true with landing pages. Your headline is a must, and it must be good.