By crafting the copy to speak to the reader’s needs, and demonstrating how your offering helps, it makes it much easier for them to understand why they should choose you instead of a competitor. As noted above, readers want to know how your offering will help them specifically, so it’s important to write it from this perspective. To help accomplish this, the copy should be written to demonstrate how your offering will address the users’ particular needs, instead of about the offering in a vague or general sense.
Often, site pages correspond to a particular funnel stage. The homepage and top level section pages will often be a first touchpoint for new visitors, particularly those arriving via Organic search. These pages are usually Top of Funnel (TOF), and created for a wider audience. Here, you’ll want to surface broader offers, such as an ebook or a guide.
Pages that talk about pricing, demonstrate a tool’s specific application and use cases, or explain “Why Choose Us?” are examples of more bottom of funnel (BOF) pages. Offering a consultation or free trial as conversion points would make sense here.