I always tell people who are studying a big company's copy to take a look back at when they started, if possible. When a company is widely known, they have less...View More explaining to do & can afford to be vague. When you're new on the scene you must be clear cut to get attention & convey why someone should buy from you. This is why it can be advantageous to look at the progression of a company's messaging. In this example, we'll take a look at Fiverr. They've grown very quickly over the last 5 years & have changed the copy and introduction to their site several times now. Each change they make represents the growth and awareness they've achieved in the market.