I talk to people who don't understand why people spend less than 1 min on their site then click away. They have this wonderful landing page that spruiks their company and hey it sounds fantastic ( if you stay awake long enough to get to the end ).
They make the cardinal sin: they forget that at the end of day no one cares about them! People like in the picture, only care about themselves. They don't care what you have achieved; they only want to know what you can do for them. So focus on what they can get it if they take the desired action. Focus on how they will feel and how they will be benefit.
Write your copy like you are talking to a friend. If you have to dumb it down, so be it. At the end of the day, if your copy doesn't engage potential clients, then you are simply wasting your time.Its common sense but as we know common sense isn't common.