When someone lands on your website, they will decide whether they like you (or not) in seconds. If they meet you in person or read your emails, and you don’t sound the same, they get confused. Who is the “real deal”?
Words matter. You’d better know how you want to show up (naturally and consistently!) across all platforms to build that connection.
Showing you know what they need and care about them creates the connection your visitors need to continue the relationship (and ultimately buy from you!).