I hate to break this to you but no one cares about your business
. They don't care how long you've been in business, they don't care how many staff members you have and they certainly don't care that you have 23 mouths to feed at home. They just don't care.
They're only interested in themselves. I don't mean this in a selfish way... this is just how we're wired. We are trained to look after our own interests first and foremost because - let's face it - no-one else is going to.
So when people visit your website they're constantly asking themselves one question: "What's in it for me?" As is commonly said in marketing circles the clients favorite radio station is WIIFM. This means you have to always be answering this question in your website visitor's mind.
All they really care about is the results your business can provide for them. So make sure you're always focusing on their needs and wants... not your own. If you satisfy the visitor's needs and wants then you can worry about your own after that.
It's all about benefits
A lot of people talk in terms of features of a product... rather than benefits. A common marketing example is the person who goes to the hardware store to buy a drill. They're not there to buy a drill so they can still it on a table and have it look pretty... they want to have a hole.
The features of the drill obviously support this result but they need to be converted into benefits so the buyer understands why that feature is important. A great example is how Apple marketed their iPod. They didn't worry too much about how many gigabytes it had... they simple said "1000 songs in your pocket" which explained a benefit in terms everyone could understand.
Focus on the result
In this way you need to focus on the results your product or service provides your clients. You need them to picture that result in their mind and how much better it'll make their lives. When they start to visualize the benefits they're going to receive you're halfway to making the sale.
To make this more powerful you also need to add emotion into the mix. While we may think we're very logical purchasers the truth is we buy on emotion and then justify with logic. This means we buy stuff based on how the product and result it gives us will make us feel.
Quick copywriting cheat
Another quick tip I have for you to improve your website copywriting is to make sure you use the word "you" a lot. This means you're talking directly to the person reading and not spending too much time talking about yourself. So have a look through your website and see if you're using "you" over "I" or "we."
What you do next
Go and read your website now from the perspective of a potential client. Is the copywriting focused on the benefits it's giving you? Are you talking in terms of what the visitor wants or is it all about your business?
It's the things like this that may seem insignificant that can really make a big difference when combined together. And the best part is you don't have to be a master copywriter to start using them.