In my post “Your Website: Emphasising the Benefits” I discussed why you should avoid bombarding visitors to your website with loads of information about your company and how good you are. Instead, I suggested focusing on the benefits for them in using your service or product.
You certainly need to adopt this mindset whenever writing copy for your website marketing.
Have you ever been at a gathering with the bore who drones on and on about himself? You get the lowdown on his latest DIY project, every detail on the state of his health, or the wonderful accomplishments of his child prodigy. Sometimes you might pick up some interesting bits of information, but usually you feel mildly irritated that you have just wasted the last half hour of your life.
Well don’t let your website copy be the website marketing equivalent of that person. In other words, make sure your web copy avoids talking non-stop about your brilliant company and what it offers without actually explaining what’s in it for the customer. In short – all features, no benefits.
So, to avoid being the “boring website” you need to adopt the right mindset. Put yourself in the customer’s position and ask: Why should they care about your product? How will it make their life better or easier? What are the benefits?
You can still refer to the features that separate you from the rest, but make sure you incorporate the benefits in your website copy. Use the transitional words “which means” or “so you can” and then state how the feature benefits the customer.
It’s sobering to reflect that your customers don’t always care about what matters to you. Communicating what matters to your customers will make your website marketing much more effective — and ensure your website doesn’t become the website advertising equivalent to the party bore.
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