How many times have you visited a website looking for a product or service only to be bombarded with loads of information about how wonderful the company is and how many years they have been going? To quote Catherine Tate: “Am I bovvered?”
When you visit a website aren’t you looking for what’s in it (or the benefits) for you? So you need to ensure your website tells visitors how they can benefit from doing business with you.
Do you understand the relationship of features to benefits? If you’re buying a flight, it may feature seatback TVs and free drinks, but the benefit is rapidly getting from A to B.
You need to remember that visitors to your website don’t buy on features, so you need to translate them into benefits. Your visitors make the decision to buy and your goal is to get them to the decision point. But before they do this you need to ensure they understand how they are going to benefit. How about asking this question: What are the main benefits of doing business with me for visitors?
Remember for your website to stand out from the rest you need to explain the benefits to your visitors. At Phil Yarrow Consulting we create offsite and onpage optimising for your PPC and SEO campaigns that emphasise the benefits of your product or service to your visitors.
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