Writing for someone specific.
THE QUESTION
Who is reading this, and what do they already know?
A site written for everyone speaks to nobody.
WHAT TO ESTABLISH
What problem brought them here What they already understand about what you do What they are worried about What would make them act What would make them leave
HOW TO FIND OUT
Ask recent customers what they were looking for Read the questions you are asked repeatedly Look at what people search to find you, in Search Console
You almost certainly know the answers already, from conversations rather than research.
WHAT THIS CHANGES
The vocabulary you use. Customers rarely use the words the industry uses. What you explain and what you assume. What you put first.
THE TEST
Picture one actual customer. Would this page answer their questions and give them a reason to act?
THE COMMON MISTAKE
Writing for competitors and colleagues rather than customers. It produces a site full of industry language that impresses peers and confuses buyers.
