Most often than not, website design, experience, and copy are created for marketers’ colleagues and friends. It is very seductive for the creative marketing types to push their artistic side to the point where they are no longer speaking and appealing to their customer. Just because you have an award-winning website design with copy that flows like poetry, it doesn’t mean it will convert. It doesn’t mean that it will give your customers what they came there for.
Design for experience and trust. Craft copy for persuasion.
And always be thinking about your customer.