Most websites and brochures are the work of designers, people expert in visual appeal. Looking good is the priority.
But the truth is that once the visuals have excited their attention, modern, sophisticated audiences want information: fast, succinct, comprehensive.
Sales hyperbole no longer cuts it.
If your website goal is to achieve something – an action, a change – then you need to take your visitor on a structured journey that speaks directly to their needs.
You must give people what they want: convincing reasons to act.
You need the structure of pages, the story and emotional journey they create, to feed into your business model, which is your “how” of making money.
So you want your website and brochures to be written by a broadly experienced copywriter with a real, hands-on understanding of business and marketing.