Most visitors skim. Headlines, subheads, and bullets carry the message; body copy supports detail for those who want it. Write the hero section as if it were the only paragraph anyone reads.
One reader, one job per page
Define a primary persona and their primary action on each page. Service pages should not try to serve every industry at once unless you use clear segmentation.
Proof and objections
Anticipate objections: price, timeline, geography, guarantees. Address them with FAQs, short case notes, or process explanations. Specificity builds credibility; fluff does the opposite.