What I got Wrong #2

Early in my career, I rewrote an entire website in two weeks.
New copy. New structure. New messaging.

Six months later, I had increased the traffic but the conversion rate hadn't moved.
The copy was clean and my messaging was clear, but I had written it for the brand, not the buyer. Every page explained what we did. None of them explained why it mattered to the person reading it.
I had fallen in love with the product, the brand and the mission. The customer had not.
Now when I write anything, I start with one question: what does the reader need to hear? Not what does the brand want to say.

The difference between those two things is where marketing can fall apart.