One of the easiest ways to improve your website immediately is to rewrite each article, post, or page and make your copy "double-barreled."

Legendary ad man John Caples said in "How To Make Your Advertising Make Money" that each time you mention a feature of your product or service, you should detail how that feature benefits your customer.

He said, "these sentences are like a double-barreled shotgun that fires not once but twice, and thus...