If you have a bleeding cracked heel, it is important to see a podiatrist. If they are just dry and cracked, you can start with moisturizing using a cream (lotion is too thin). Unfortunately, cracked heels are usually hereditary and will never just go away, but controlling the problem is within reason. After moisturizing, use a pumice stone after a shower or foot soak (This is when your feet are softest). If this does not work, there are numerous creams that can help.