Does your website copy answer this important question?

Have you thought about it?
What's the one question potential customers want your website to answer?
What is the first thing they want to learn from you?

Do they want to see a full list of your services?

Do they want to know how long you've been in business?

Have you thought about it?
What's the one question potential customers want your website to answer?
What is the first thing they want to learn from you?

Do they want to see a full list of your services?

Do they want to know how long you've been in business?

Should you tell them what sets you apart from the competition?

NOPE.

That's not what they want to know.

The very first thing visitors to your website want to know is:

"HOW ARE YOU GOING TO MAKE MY LIFE BETTER?" 

In other words - What's in it for me?

PLANNING YOUR WEBSITE CONTENT

As you plan the writing of copy for the home page of your website, keep that question in mind. The answer to this question is the first thing you want visitors to learn from your website. Potential customers what to know how your services are going to benefit them. Always begin with the benefits gained, then go on to explain how your services or product will deliver those benefits to them.

Focus on the problem or problems you can solve for them. Engage them similar to how you would if they were sitting face-to-face. Ask them questions. Let them know you understand the issues they deal with every day. Then, once you've spoken to their need, your visitors will be ready to hear about you and what you can do to solve their problems.

BENEFITS VS. FEATURES

Effective website content always puts a greater emphasis on benefits over features, so it is important that you understand the difference. Benefits are what a customer gains from your product or service. Examples would be:
•    Time savings
•    Cost savings
•    Fast turnaround
•    Peace of mind
•    Visual appeal
•    Efficiency
Features are the aspects of your product or service that deliver these benefits. For instance, on-time delivery would be a benefit. State-of-the-art logistics software might be the feature that delivers this benefit.

HOW DOES YOUR WEBSITE COPY MEASURE UP? 

Does your home page copy begin by addressing the needs of potential customers or do you begin by talking about your company and how great you are? Does it say - "I want to help you" or "I want to sell you something?"

Need an unbiased evaluation of your website content? I'd be happy to do a quick review for you and tell you what's good and what could be better. Just shoot me a message via my contact page. 

Kathleen KruegerComment