Understand your customers Before you even start to create content for your website, you should consider who your buyer personas are. Think about what their motivations are, what problems they are trying to resolve, what their objections to purchase might be and what exactly it is that will make them choose you. HubSpot offers you a great template to organise your customer research and create your own buyer personas. You can then use these buyer persona outlines to inform the writing of your service descriptions to ensure they are completely customer-centric.