Your website should be written for your most valuable customer. Not for your CEO.

Here are a few examples of reworked hero sections that show customers why they're the better choice.

A positioning statement isn't:

- A tagline
- Your mission statement
- Or just a description of what you do.

A positioning statement tells people:

- What you do
- Who it's for (so you attract the right prospects)
- Why you're different (so they choose you over the competition)

The secret to great copywriting? Being specific.

Generalities are where creativity (and conversions) go to die.