Thanks, David! I know Mark Dawson has written on this topic. But honestly, one of the best things you can do if you haven’t is to learn copywriting. Web Copy That Sells By Maria Veloso is a great primer for the art of copywriting. It might be a bit dated in some of the examples, but the human psychology the book covers is top notch. Ray Edwards’ book How to Write Copy That Sells is excellent as well. You might also check Henneke Duistermaat’s blog, https://www.enchantingmarketing.com.