You have to have a very specific target audience in mind for your startup. Is your startup a B2C or a B2B? The copy your write and the language you'll leverage in that copy has to be aligned to that audience's interests, needs, and problems. You may think you already know this, but can you answer:

• who the people are, you know how to get to them (the blogs they read, the sites they visit, the stuff they search in Google etc)
  
• how they describe the type of services they offer, you can word the copy on your site to match the conversation in their head (very important!)
  
• how they choose and compare products in your category, you know how to structure and prioritize content on your site
  
• what they want, your value proposition can state exactly that and the whole site can be 98% relevant to them
  
• what they don't care about, you can dismiss and cut it from the site
  
• how their life is better thanks to your service, you know which end-benefits to communicate
  
• Use the attached PDF to answer the customer profile questions included. The better you can understand who they are, how they behave and how they interact with your product of service, the more effectively you'll be able to target them with your copy and drive the point home in one clear shot.