Write customer focused content that appeals to your audience.
Remember that your Web site should be focused on your audience first and
appeal specifically to a niche interest. When writing your Web copy, you
need to dialogue in an appropriate tone and format for the right audience.
Some of the most interesting content will have more appeal if it speaks to
your audience in terms like: you can, you might, you will, yours, your and
you’re INSTEAD of we, ours, we’re, we will, we can, etc.
This is extremely important when working on sales related copy.