Web Copywriting: Benefits versus Features

One of the biggest mistakes website owners make is emphasizing features over benefits. When a visitor arrives at your website they are asking themselves “what’s in it for me?’ They want to know how your product or service will benefit them not all the great features you have.

Benefits are what the potential customer will gain by using the product or service. They’re what the customer is looking for. So benefits are what sells the customer.

Features “belong” to the product or service. They’re independent of any potential customer. They may or may not be important in convincing the customer to buy.

For example when writing web copy, ask yourself…What would keep my interest? What is it that I’m looking for when I visit dozens of websites.

The answer will be different for each person. You need to know who your product or service is for. Don’t waste your time trying to sell to everyone. Not everyone is going to be interested in your product or service. You need to find out who your target is and sell specifically to them.

Example 1

We have a great weight loss system that is very delicious and easy to prepare

Wouldn’t it be great if you could eat delicious foods and still lose weight ? Now you can can make simple and delicious meals that everyone in your family would love to eat.

Example 2

Our website designers will create a beautiful website that will attract lots of customers

Wouldn’t it be great if customers started calling you because they were impressed with the professional appearance of your website? Your old design may be driving visitors away to your competitors. With a new design you’ll have the confidence to charge higher prices and get more clients.

Get your prospective customers involved by making them see a picture in their mind of how your product or service will benefit them.

After you’ve got them hooked and believing that they have found the solution to their particular problem, reinforce their new found solution by including some features into your copy. Don’t overdo it because you might lose them.

Another way to hook them is to paint them a picture of what their life will be like without your service or product. Fear is a great motivator.

Selling anything on the web is all about your customers, not you.

Target your sales at the people who really need your product by telling them what’s in it for them. If you do this you’ll see an increase in sales.

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