When it comes to web content, some web copywriters still clash on the classic “features versus benefits” debate.
A web copywriter might choose to stack web content exclusively with features. For instance, web content promoting binoculars might focus on certain features, such as oversized lenses, rubber coating and ergonomic design.
That can score points with consumers in terms of credibility, but the web content should not omit the benefits: low-light performance; bright, crisp and clear images from dusk until dawn; and toughness and easy handling.
For consumers to take action, they need to care. Benefits tell readers why they should care.
Benefits engage. Benefits inspire. Benefits get people to act.