Humans have a shorter attention span than a goldfish - ONLY 8 seconds.
Which means you have a mere few seconds to grab your buyers attention and show them why you are better than anyone else.
This is why every word must count.
It is a well known fact that 99.99% of all website copy is close to useless and doesn't convert. Why? Because:
Website designers are not skilled copywriters.
Most copy explains a product or service on the logical level, not emotional.
Fails to connect with the potential buyer on a primal level.
Having a degree in marketing, studying the best copywriters in the game (Ogilvy, Hopkins, Schwartz, Bly), mastering copywriting for 4+ years... I connect my technical copywriting experience with the practical real world, carefully crafting the exact words that will elicit those emotions out of your customers that make them buy instantly.
Ultimately, it comes down to buyer psychology and understanding them on a deep human level. When they feel you understand them better than anyone else, they will be your customer for a lifetime - meaning more $$ in your pocket.