Because you should spend most of your time and effort on other things.

Things like crafting a compelling message that makes people take action on what you want.

That is something that can easily happen when you're able to create pages for their specific needs.

It also helps if you can ask for the information you need to decide how serious they are and do something about it.

That's what I talk to James Castle, of Castle Insurance, about the changes his agency is making.