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At the end of the day, people are visiting your website because they are looking for a solution to one or more of their problems. Make sure that you are communicating that you’re the solution. Your messaging here should be clear, concise, and appropriate for your audience’s knowledge level. If you’re selling paint to families who are redoing their bedrooms, you don’t have to get into the nitty-gritty of exactly how your paint is made. They just need to know how long it will last, the number of coats needed, and if there are any hazardous chemicals involved. On the other hand, if you’re selling paint to another paint shop, you’ll want to go more in-depth.