Most company web sites have a primary purpose; to sell a product or service. This is a simple premise; have a writer write some glowing words about the features of your product and sit back and wait for the sales. Then, the sales simply trickle in, or they don’t come at all. Your first inclination is to ask why?  What could we be doing wrong?  Maybe our site is not reaching our target audience?  Maybe we are not doing enough advertising?  Maybe our competitors are doing a better job? But did you stop to think that maybe your writer is not a salesperson?  Selling is an art and writing is an art; but rarely does a writer master both. Your...