We've talked about web-writing best practices of conversational content in the active tense with value proposition messaging based on your customer persona.
The persona is the only one to think about from a marketing perspective. You want to target her or him with a competitively positioned message: How does your product, service, or technology make money. Trying to be all things to all people won’t get you to the contact-us finish line.
Simply explain why your company has the best solution. Write without acronyms or jargon. Don’t weigh down your web content, product information, case studies, or videos with technically dense content that only makes your writing job difficult and the persona’s information review tedious.
Getting traction to the contact-us promised land will occur with clear, concise value messaging. Anything else is just, well, marketing hype, so to speak, unless your laser focus is always how a customer persona wins doing business with your company. Cut through the competitive noise.