Understand that you only have a few seconds to grab their interest when they visit. Depending on what your site is all about, try writing for voice instead of print. It needs to project personality if possible. Stay away from lengthy passages of cold, dry, corporate brochure material. Stay very focused on one message and work on delivering it very well.
People resopnd to lifestyle photos rather than product photos.
Try a picture of Grandpa sitting in the rocker with his feet up, relaxing by the fireplace with the family dog by laying by his feet. Make your visitor smile. Remember that people often make decisions when they are moved emotionally or feel good. Humour may NOT always be appropriate depending on the site you are working on. For example you may not want to use humour in the site of a funeral home or a divorce lawyer etc.