Having critiqued several poorly written websites recently, it’s amazing how many copywriters continually fail to emphasize benefits. Benefits engage. They get people to act. Meanwhile, copywriters remain prone to pushing features.
As part of the web copywriting process, copywriters should list all the features of the company and its products or services, and then take the time to revert them into benefits for the customer.
A simple method that our website copywriters employ: look at each feature and ask yourself, “So what?”
Copywriters need to put themselves into the customers’ shoes. Why should I care about this feature? What will it do for me?
Don’t just state your product is durable (a feature). Explain to visitors it will last twice as long and keep them safe (benefits).
For more on web copywriting, check out: Web Writing: The Good, Bad and Ugly.