I often think of myself as an interpreter between product marketing/engineering and the customer. One of my pony tricks is that I can take your technology, your business concept, or your process philosophy and distill it into plain English for the busy, info-hungry reader. This clip is a revision of an existing page that is a huge conversion piece for the company. I took the concept of CRM and tightened the copy, optimized it for organic search, made it scannable and easy to read, and sifted out all of the jargon. It now puts the reader first, solves their problems, anticipates and answers their questions, and shows them the path to the next read.