The internet is full of websites that focus on the services they offer and not the pain points that visitors want to have solved. People think that by listing everything the company does actually solves pain points. But all they’re really saying is, “Look at me, look at me! Look at everything I can do!”
What website visitors really want is to have you answer the question, “What can you do for me?”
Just because the company knows that what they’ve got on their website will make people’s lives better doesn’t mean the people visiting the website know. The website has to be written in such a way that it leads to that conclusion.
It has to be written in a way that stands out from all the other copy that’s out there. That means it has to be written from the client’s perspective. There needs to be plenty of “you-centric” verbiage: You have this problem, you need it solved, etc.
If you focus on them and not yourself, you will see an increase in how effective your website works. It will convert better, and the visitors will more likely heed your call to action, whatever that is.
The way to do that is through persuasive marketing techniques.
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