When it comes to website copy there are (at least) two things you have to keep in mind. Especially when it comes to content optimization.
Addressing two audiences
One: your copy needs to appeal to your ideal client profile. In other words, you really need to speak THEIR language and CONNECT to their needs or issues.
Two: your copy also needs to engage your existing customer or clients, especially if you offer a range of products or services. Why? Because cross-sell opportunities can only happen with your existing customer or client base IF they are aware of the other “things” you do or provide…
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