When writing website copy, remember “It’s not me, it’s you.” Make sure that the copy is all about the people coming to the website looking to have their pain taken away. Make it all about them, make it honest and make it understandable.
Want proof? Consulting giant McKinsey did a study in which it surveyed 90 B2B companies and found that most of their clients and customers want open and honest dialogue. Also, CMO.com reported a study that said 79% of clients have to understand that the company cares about them before they consider buying from it.
So, not only does the copy have to be clear and understandable, it has to relate to the website visitors.
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