Website visitors don’t buy products or services; they invest in what the products or services will do for them.
What’s a feature? A descriptive fact — what the product or service is or has.
What’s a benefit? What the product does.
In other words, a benefit is what the customer gains as a result of the feature. If done right, benefits provide compelling reasons the website visitor should purchase the product or service.
Plus, benefit-driven web copy tends to be more customer-centric than feature-driven web copy, which is usually company-centric. Customer-centric web copy speaks directly to a person’s needs and wants, and does a better job engaging individuals on an emotional level, which is key to turning visitors into customers.
Good copywriters know how to convert features into benefits. It’s not an easy feat. In fact, it’s one of the main reasons so much content on the Web focuses on features. Digging into and defining benefits is a challenging, time-consuming task that many copywriters are not able or willing to do.
For instance, in a Web Designer Depot article about self-centered web copy, we noted content promoting binoculars might focus on certain features, such as:
- Oversized lenses
- Rubber coating
- Ergonomic design
That can score points with website visitors in terms of credibility, but the web copy should include the benefits:
- Low-light performance
- Bright, crisp and clear images from dusk until dawn
- Durability to withstand harsh weather and conditions
- Easy handling
So ask yourself what benefits do your features provide customers. How do these features make the product or service more useful, helpful, enjoyable, attractive, affordable, etc. to the customer?
It’s worth the effort because features tell, benefits sell.