If I’m interested in your amazing services or products, tell me how my life will be improved by them. Tell me specifically what I can achieve when I have them. Will I feel better about myself? Will I be able to do things that I can’t already? What is it about them that make them better than anyone else?
What will persuade me to buy? What am I really looking for by coming to your site? Do I want to feel amazing? Do I want to treat myself and my family? Do I need your services or products to do something else?
Use internal pages to tell me about specific services or products you offer. When you're telling me about them, make sure to focus on me not you - I'm interested in what I can get, not when you were founded. These pages should be used to describe the majority of your business and will make up the majority of your site.