It's a well known fact that people buy based on emotion.  But more often than not, the kind of copy you read on web pages today talks more about how the company "has helped thousands of satisfied customers" or how the product "saves you hours of time and pays for itself in just one use". Statements like these are bland, overused and about as emotional as the bottom of a shoe.  Dig a little deeper, be more specific and get personal with your copy.