Web Site Design Improved by Good Sales Text

All your web site design must be good quality; grammatically sound and 
with perfect spelling. If your sales text is poor then the supposition 
is your product is likewise poor - bad wordcraft loses credibility that 
can't afford to be lost.

But before the web site design comes the research to bridge the gap 
between the outstanding work that was done in phase 1 and exactly how 
the site will answer the "What's in it for me?" question using the 
sales text. 

And to be able to close a sale in phase 4 the website must be designed 
to satisfy the customer that buying from you is definitely be the best 
choice - there must be compelling reasons why  the customer should do 
business with you instead of your competitors.
So you absolutely must design the website by considering the 
customer's viewpoint. 
One of the important pages to include in a website is the privacy 
statement. This should re-assure your visitors that you don't use the 
website as a means to gather information about them, and that any details 
that are gathered will be used only in connection with services for that 
visitor.  This can help to put your visitors at ease as well as adding a 
more professional feel to the site. Visitors are unlikely to buy 
something from a shoddy and untrustworthy looking website.