Focus the copywriting. People want to buy from the expert in a field. If you are directing your copy to mothers and telling them they need your product or service, you better have a damn good reason to be taking up their precious time. Explain in specific detail why they need what you have to offer. If the copy is too broad it will lose your best prospects. A great way to do this is to have separate pages focused on separate types of people or industries within a website.