Business websites are created to advance the company. Unfortunately most business websites do not accomplish this simple task, and therefore fail to keep the ship afloat. Many of them are beautiful, so why don’t they sell? There can be many reasons for this. This post will focus on one of them: Persuasive, Benefit Oriented Content vs. Feature Oriented Content.
The importance of the distinction between benefits and features is that people come to a website because they have a problem to solve, not to read how great you are. They have an itch that needs scratching, and if you don’t directly address their problem then they’re gone. You have to identify who you are targeting, identify their problems and create website content that solves their problem, or at least clearly shows that you are the company to solve it for them.
So, what is the difference between benefits and features? I’ll show by example. Here are four examples of features:
- 15 years in business
- fast car
- state-of-the-art sound system
- fresh vegetables
Four examples of corresponding benefits:
- $100,000 saved in first year after purchase
- elevate your car ride to a sensory luxperience
- transports you to a live onstage musical experience
- maximum antioxidants that maintain a clear mind and body for top athletic performance
The significance of persuasion goes back to the sales principle – you must always ask for the sale. When people come to your site you need to attract their eyes through the use of a call to action, send them through a conversion funnel to a landing page that presents them with all of the information they need to convert (make a purchase, complete a form, send you an email, call you on the phone).
A Call to Action is a page item that immediately catches the eye. You should be able to see them 10 feet away from your screen. It can be a circle on a square page layout, a box of a markedly different color than the rest of the page, a flashing set of text (be careful with this, you don’t want to be annoying). In the call to action you can present an offer like 15% Off on All Internet Purchases, Free Design Guide or something similar. Here is another great resource for the design of an effective call to action.
A conversion funnel is the website content that represents your normal sales process (you have one don’t you?). You may want to describe your solid manufacturing process before you take the visitor to a landing page. You may just go straight to the landing page.
A landing page is designed specially to convert your site visitor into a prospect. The landing page should contain items that boost confidence to convert visitors like association logos, security (Verisign, Thawte…), BBB logo, convincing testimonials, a powerful offer related to their problem, relevant images, relevant text, license numbers, privacy policies, contact information.
Following this process will maximize website conversions and ensure your website performs as desired.
Does your company website measure up? If not, then you should seriously consider an upgrade because relevant visitors from the Internet can take your business to a new level. You want that don’t you?
Local SEO