Most highly persuasive websites contain a delicate mixture of pre-sales content and sales copy. Lets take a minute to clearly explore and understand the difference between these.
Pre-sales content is essentially about building trust and credibility and establishing rapport with your website visitors.
Sales copy is about persuading visitors to take action.
Every website has content, but many have little or no pre-sales content. And very few websites have any genuine sales copy.
A good website needs to have fantastic sales copy supported by great pre-sales content.