Whether you’re doing your own website content writing or have hired a freelance web content writer to do it for you, it’s important to include benefits. Your website visitors are greedy in a way. They’re less concerned about how wonderful your company is and more concerned with their problems and needs. They want to know, “What’s in it for me?”
The Difference Between Features-Focused and Benefits-Focused Website Content Writing
First, let’s look at the difference between features and benefits. Many people confuse the two or use them interchangeably. A feature is something that your product or service has. For example, in a car, a moonroof is a feature as is a satellite radio, a well-placed cup holder, leather seats, or USB port. Features may or may not be desirable. They’re usually tangible, and they tend to get the most attention. You can imagine a car salesman pointing out the moonroof and all those cup holders, right? However, have you ever bought a new car because it has amazing cup holders? Think about it. You might have been impressed by the cup holders because they can accommodate your extra large coffee mug which will mean no more spilled coffee when you slam on the brakes. Satellite radio might interest you not because it has three rows of preset buttons, but because your kids will quit bickering on trips thanks to an endless stream of commercial-free Disney programming. What’s in it for you? Benefits.
Like the car salesman who points out features, website content writers tend to do the same. After all, if you’re selling a widget online, you need to let potential customers know what’s unique about that widget. Oftentimes, that means describing its features. Benefits-focused website content writing goes beyond features and explains the benefits.
So, What Exactly is a Benefit?
According to BusinessDictionary.com, a benefit is an actual or perceived factor that satisfies what a customer needs or wants. For example, actual factors might be cost effectiveness or performance whereas a perceived factor might be image or popularity. If your widget has a feature that automatically shuts the unit off if it overheats, that feature delivers a benefit: peace of mind that a malfunction won’t cause a fire.
Incorporating Benefits-Focused Website Content into Your Writing
Once you understand the difference between a feature and a benefit, benefits-focused website content writing becomes much easier. Go through your text and identify features and benefits. Ask yourself if you’ve answered the reader’s burning question: What’s in it for me?
BusinessDictionary.com,. (2014). What is product benefit? definition and meaning. Retrieved 28 September 2014, from http://www.businessdictionary.com/definition/product-benefit.html