Part of the Website Ownership Tips video series.
“Sell benefits, not facts”
If you’re in advertising and marketing, or you own a website, here’s today’s tip. When people visit your website, here’s the honest truth: they don’t care so much about who you are as they care about their own problems. How does this affect the marketing and development of a website?
Think of the opening tagline for a plumber’s website. If you had a plumbing emergency, which tagline would appeal more to you: “High-Quality Local Plumber” or “We Solve Your Plumbing Emergencies”?
In the second example, we’re shifting the focus away from the company and onto the needs of the customer. They don’t necessarily care who you are as much as they care about getting their sink fixed. That’s the problem they need solved.
Today’s tip: on your website, or your clients’ websites, identify why people visit, what their problem is, and what solution you can offer. Solution-based copy is far more likely to convert than fact-based copy.
About the author
Leighton Smith is Pioneer Media’s website designer, web developer and webmaster, based in East Tennessee. As a solopreneur, he is each client’s one point of contact and has built hundreds of websites since learning to code in 2006.
