When you’re creating web copy for your site you need to be absolutely clear on the reason that people buy your services. If you guess you’ll probably guess wrong! Be assured it isn’t because you are the only person delivering a particular service, or product; there’s very little that’s unique these days.

Don’t flatter yourself that it’s because your service or product is dramatically better than anyone else’s either, no matter what your current web copy may say!

So, if that’s exhausted your idea of why your customer buys – why don’t you ask the ones that have done already? You might be surprised at the answer. When you’ve got the answer – or answers – rewrite your web copy with that in mind – particularly the headlines.