When it comes to website copy, clarity is king. Your visitors are likely skimming through your content, looking for key information that will help them make a decision. If your copy is cluttered with jargon, long-winded sentences, or irrelevant details, you risk losing their attention.

Before pen meets paper (or fingers meet keyboard), it’s crucial to know who you’re writing for. Understanding your audience is the foundation of all successful copy. This goes beyond basic demographics. It’s about tapping into the mindset of your target readers—their desires, pain points, values, and motivations.