The form has to do with the scannability and thus the structure of complete texts, paragraphs and sentences. The style depends on the brand/core values, the identity and the desired image of the organization. The content is about making choices: what content do you offer during the different phases of the customer journey?
At level 4, biology plays a role: here you respond to the mood of your visitor/recipient. At level 5, psychology is central: here you use proven influencing techniques to encourage your visitor/recipient to take action.
Visitors and recipients are just like people… With a thorough approach and professional web texts, you ensure that you influence their feelings and therefore their behaviour.