It's difficult to win if your company is targeting all customers indiscriminately. Different customer segments care about different things. If you use generic messaging, it's likely to fall flat on a large portion of your traffic.
With Wynter, you can get to know each customer segment's pains, desired gains and jobs-to-be-done. So you can tailor messaging on each segment-specific page.
If you use the same message for all customers, you're not doing it right.
What do your different customer segments care about? Everyone evaluates messaging to see whether it's relevant to them. "Is it aligned with my priorities and challenges at hand?" If not, people leave without hesitation.
The first job of messaging is to establish relevancy: "this is for me". You can only do this right if you know the segments well. First, survey the target segment to learn about what's important to them. Once you craft your website copy around that, conduct message testing to see if it's hitting home.
Identify what might be falling flat, so you can fix it. Learn what resonates, and do more of that.
It's a combination of buyer intelligence surveys and message testing.