I’ll give you the opinion of a human: What does your site look like to a first-time human visitor? 

I was an adbiz copywriter and I morphed from print to digital in the 1990s. I was doing more and more web graphic production work and then I joined the Internet Shopping Network in South San Francisco in 1999.

Before that, most of my work as a freelancer came from ad agencies and graphic design shops. Those two categories barely exist any more. For a dozen years I’ve been soliciting work from web shops and I’ve looked at the websites of 950 web designers from San Francisco to Santa Barbara. By now, virtually none of them show a copywriter on staff.

The text and the messages in their web portfolios were delivered to the web designer by the client. Whatever the client wants to say, that’s what they put on the site.

Lots of those sites display serious deficiencies when a professional copywriter looks at them. Copywriters know how to compress the client’s information into the public’s attention span. 

Before the internet, ad agencies called me when a tech client had something important to be explained: a new breakthrough, a fundamental innovation.

I learned as much as possible about the company from existing sales literature and then interviewed the person who knew the most about the company. The person who wanted the world to know, the person who wanted something to happen.

And then I translated their intensity into a fast explanation of what made their innovation so valuable.