It might be something you’ve not really thought about but knowing whether your website is features or benefits focused is important.
It’s important because if its feature focused it could be why you’re not getting a high number of enquiries or sales. Features tell facts about products or services, but benefits give you the opportunity to explain how you can solve potential customers problems which then gives them a compelling reason to buy from you.
What Do I Do If My Website Is Features Focused?
So, let’s assume that your website is features focused, but you would like it to be more benefits focused, but not sure how to go about it.
Here’s a few tips to get started…
Why Do Your Customers Buy From You?
Firstly, write down a list of the reasons your customers buy from you. Really think about the reasons. If you’re selling a product that’s not unique, think about why they are buying from you and not a competitor. It could be things like:
- Social Media activity
- Website ranking higher than competitors
- Customer service
- The relationship you’ve built
That’s just a few reasons, there are many more. Try to list around 10 reasons.
What Problems Do You Solve?
Once you know the reasons people buy from your business, you need to think about what problems your products or services solve. What are the pain points that your customers have?
Write a list of these reasons. Again try to list about 10 problems.
Once you’ve got a list of reasons customers buy from you and what problems you solve you can then write some key marketing messages.
What Are Key Marketing Messages?
Key Marketing Messages are what you want your target audience to understand about your business and remember about you. They are benefits focused. They are important to ensure you are getting the right marketing messages across to your target audience and to use in all your communications.
Here’s an example of a key marketing message:
Visible Thoughts work with businesses to tell their story, engage more consumers, and win more deals with professional, bespoke website design and graphic design.
Try to list at least 5 key marketing messages to get started.
So now you’ve got your lists of reasons people buy from you, the problems you solve and your key marketing messages you can review all your website (and other marketing) content and re-write to ensure its benefits focused.
If you would like us to take a look at your existing website, we can provide you with a free audit to help identify any areas that could be improved, just let us know…. we’ll get the kettle on!
Book your FREE AUDIT now!