Show me how you'll help
Use internal pages to tell me about the specific services or products you offer. When you're telling me about them, make sure to focus on me not you - I'm interested in what I can get, not what you have. Remind me why I've come here, and what's in it for me if I stay.
What matters most to me?
List the features of your service or product
List the benefits of your service or product
Are you accredited, licensed, or insured?
Keep bullets simple and easy to read
I want to scan bullets - keep to the point
Use the keywords I've searched for
Give me somewhere to go next
Make it clear that your solution is available right now. Remind me that waiting could make things worse. Tell me how this offer compares to your competition.
Tell me my problems will be over after I call you
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