Adding value to the lives of your customer/client often comes in the form of blog posts and published articles. Through this you are able to create trust, build rapport and ultimately align yourself as an industry expert. As such biographies (who you are) also come into play as it works to establish your credibility.
Professional website copywriting is very necessary to keep your brand voice aligned with your values, and your unique selling proposition. Many of my clients fail to leverage their brand in their copy and thus look like everyone else. It’s hard to keep someone’s attention if you don’t distinguish your brand from your competitors.