The mistake the folks at Rockbrook Camp for Girls are making is that they’re trying
to make a page that accurately represents the camp. That’s impossible! They’ve only
got three seconds, and they must meet the needs of the person who clicked over from
an ad or brochure or recommendation. And that person is looking for more information
on camps that meet her family’s needs. So offer that information. And do it with a
vernacular and a tone of voice that matches expectations.