Make sure that the words you use on your Web site are benefit-oriented rather than feature-oriented. Instead of telling your potential customers what your product
can do (features), tell them what it can do for them (benefits). In other words, describe the product in terms of the result it offers rather than the product itself.
Here’s a simple way of writing benefits, which I’ve used very effectively for myself and for clients.
Whenever you write a benefit, you can test whether it’s a real benefit by imagining your reader asking the question, “So what?” If it’s a feature or a weak benefit, answering that question can give you a stronger benefit.
Here’s an example … Suppose you’re selling a digital camera that has a resolution of 24 megapixels. That’s obviously a feature, not a benefit, but you’d be surprised how many camera Web sites advertise their products that way.
Imagine a conversation between you and a customer who has only ever used non-digital cameras in the past:
YOU: This camera has a resolution of 24 megapixels.
CUSTOMER: So what?
YOU: Well,...
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