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Tell your visitors how you went from where you were to where you are right now so they can connect with you on a deeper level.
By being vulnerable you create a connection with your audience and they probably recognize themselves somewhere along the way when you tell about your struggles around the thing you promote.
So when you have a website about dealing with though teenagers in your family you can write about that you saw no more way out and then you found out how to deal with them. Now you can help others.
Or when you help people with creating and selling a course you can tell them that you had great knowledge to share but you just did not know how to start to share it, and then you found all those amazing tools that helped you to sell your course to a lot of people.
Use images, videos. Make it a piece of art that people like to read and do not create really big paragraphs.