169: Don’t Be The Ass in Assume

Never assume your customers know who you are, what you do or what you offer when they arrive on your website.
Your website content must be clear, concise and written in a style as if talking to someone, in plain English, for the first time.
Always use the AIDA method when writing your content. Attention, Interest, Desire and Action.
It must be persuasive and compelling enough to encourage them to continue their journey through your buying process.