Think about ad copy. What makes a better impression? Let’s consider you’re buying a television. One set of ad copy speaks about technical aspects of the television: how many pixels, the technology behind the projection, etc. Another set of ad copy focuses on benefits of the television, such as a crisper picture to make movie viewing better and facilitating a better listening experience.


Addressing the benefits of a product/service, and not the features, is a better way to communicate a brand message. We don’t want to confuse the consumer with industry jargon. We want them to realize how your brand helps improve their lives. Each piece of web property helps your brand convey a message. Therefore, focusing on the benefits rather than the features is an important insight regarding all brand-related real estate.

How can you find the right balance, improving your website with sentiments of benefits and features?

Keep it Simple

As referenced, we don’t want to confuse our consumers. We need to keep things simple yet effective. The textual copy on your website should be concise and compelling, facilitating the reader’s understanding of how your service/product is ‘the solution’ to an immediate problem. The consumer may not realize they have this problem; so, we must prompt them. Ad copy addresses the consumer, not scientists or industry peers. Therefore, keep jargon out of copy, keeping it simple.

Ad copy introduces a common dilemma, such as restless nights, the need to lose weight, or driving a safer car. Then, products/services are introduced, helping the consumer bridge the gap between their current state and an optimized state of living.

Produce Robust Pages

While we understand it’s important to feature the benefits rather than features, some consumers do seek statistics related to products and services. For example, what if a consumer sought a digital camera? It’s likely they would want to know about pixels, lens magnification, how pictures may be downloaded onto a computer for printing and storage, etc.

Product pages can be robust, striking a balance between features and benefits. While landing pages and ad copy (initial attention-grabbing information) should feature the benefits of a service products, answering the ‘why?’ for a consumer, meticulous product pages relay features, answering specific technical questions.

Tell a Story

There’s a difference between technical and creative writing, and it’s likely, your brand needs to address both varieties. However, ‘showing’ rather than telling makes for a better representation. Place yourself in the mind of potential consumers. They have a need, but they don’t realize the solution. If you bring customers along on a story, a journey, one that they can relate to, your brand messages will have a greater impact on their psyche and eventual decision to make a purchase.

Let’s assume your brand offers kitchen appliances. Show through copy how a family is in complete disorder in the mornings – tired, in need of coffee and breakfast, with no time to waste before work and school. The appliances enable the family to spend time together, free of anxiety, before the start of day.

Within the copy, the features may also be inserted, such as ‘the 4-serving waffle-maker allows the family to eat all at once,’ and ‘the 5-stove top oven conveniently addresses father’s tea, mother’s eggs, and the children’s bacon, while the auto-timed coffee maker is hot and ready to serve without any morning preparation.’

Emily Lowes is a web writer. She loves to share her ideas for strong web content on small business blogs. Click to find out more.


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