Web is where it’s at and there’s precious little time to get your message across, because websites are scanned, not read! And crucially, it’s not about you, it’s about what your potential customers want to hear. They don’t care what you do, they care about what you can do for them…
Good copy sells and engages, but it does more, because your website is where your credibility as a business lies, so whatever you say on your site has to mirror and support all your other marketing material, if it doesn’t, there’s a mismatch and your credibility dies.
And, if your reader doesn’t do what you want them to, which usually involves picking up the phone, buying your product or subscribing to a newsletter or blog, what’s the point?