You know who your audiences are and you know what they want to achieve, now you need to determine how to write the copy that will engage them and tell them what they need to know. Get to the point. Grab their attention and help them understand what they need. If your audience doesn’t care about it, minimize it or get rid of it.
Does the headline grab their attention and tell them what the page is about? Is there a strong call to action? Does a user know what to do on the page? Is it easy to skim?
When you are developing the content, remember to break it into bite-size readable chunks. Not only will this help users get the point, it will also support mobile compatibility.
Lastly, keep it fresh. A site with new or recently updated content creates a reason for users to come back and it will help your SEO ranking.