Conversion Funnelvs Customer Journey Knowing your 'why' shapes the 'what' in your writing. A while back, I worked on a project where the client’s website copy felt... off. They were targeting profitable ecomm owners, but their messaging sounded like it was meant for Fortune 500 CEOs. It didn’t connect with their audience, and worse—it wasn’t converting sales. When I dug into their process, it became clear: they were throwing around buzzwords and had absolutely no strategy behind their words....