The best way to attract and convince website visitors is to appear approachable. You need to write with empathy and conviction so that they come to trust you. It's also helpful to use statistics and customer reviews in your landing page copy so that potential customers feel like they aren't just taking your word for it. Your copy should be entertaining and informative. If you can manage these two things, it will be easier to convince a customer that they need to buy from you. You should make sure that all your content is on brand and uses the same tone of voice so that customers become familiarised with your brand and what you stand for. It's advisable to avoid jargon as much as possible. You can't assume your readers know the topic well, so try to use basic terminology and fully explain any complex words or concepts. Customers like to have options, so make sure to list various products or services that they can choose from. This will also help attract customers with different budgets and needs.