As someone who provides speech writing services and studies how people interact with online content, I have noticed a pattern that appears on almost every website I review. Too many companies lead with what they offer instead of focusing on the problems visitors want to solve. Shifting that focus makes all the difference.
In researching for a recent presentation, I examined what must have been 100 websites, and something like 95% of them focused on the services they offered and not the pain points that visitors want to have solved. As you no doubt know, a feature is something a company offers; a benefit is something others get from using what the company offers.
People think that by listing everything the company does actually is solving the pain points. But all you’re really saying is “look at me, look at me! Look at everything I can do!” What website visitors really want is for you to answer the question, “What can you do for me?”
You have to remember that everyone is listening to their favorite radio station: WII-FM — What’s In it For Me. You have to be the program director and give the people what they want.
Clear, audience-centered communication always resonates more than a simple list of features. If you ever want help shaping that message or refining your content, I would be glad to talk. I also provide book proofreading services for people who want their writing to be polished, precise, and ready for readers. Reach out through the Contact tab and we can continue the conversation.
I’d love to continue the discussion with you. Feel free to reach out and we’ll set up a time to talk further.
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