Remember that your website is not for you. It’s really for your customers and prospects. If you don’t speak to them in their language and address their needs, then chances are you’re never going to achieve good lead conversion rates.
You only have seconds to engage new visitors on your website. When visitors arrive, they want to know what you do, why you do it better and (most importantly), what’s in it for them. You need to have a compelling and clear “unique value proposition” (UVP) that is reinforced and consistent throughout your website.
More often than not, companies create value propositions that use corporate-speak – thinking that bigger words and more intricate the sentences will impress the potential customer. This is just not the case. You need to identify with your customers and relate to their needs.
...