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In paper articles the info that is most newsworthy comes first before background details and details. Which you still understand the big picture if you only read the first paragraph of a newspaper story. It’s the exact same on your site. Your clients would like to learn the big picture . Basically: What can you really do? Or what do you do to them? On the net it’s rare that a writer hangs on. He does not have the time. He’s in a rush since he can have a look at other scent paths – sites – rather than wasting time attempting to determine what you’re doing. Simple statements frequently do the job. I look at a Web page it needs to be self-evident. Clever phrasing requires individuals to believe. And asking folks to believe, does not work on the internet because web people are searching – they do not have enough time to think about.