Hopefully by now you’ve got a great header, headline and video in place for you landing page. Of course, you hope that people will read further but the truth is that those sections at the top are all that the majority of visitors will see. For those that are prepared to scroll down further and look for more information, it is important that you list on the landing page benefits of your product or service clearly for them to see; after all, the question they all want answered is ‘what’s in it for me’?
Firstly, a key thing to remember is the difference between features and benefits. Many people mistakenly list features in the area where benefits should be outlined. Put simply, features are ‘what it is’, for example a red four wheel drive vehicle, four door hatchback with a 300 horsepower engine. The benefits answer that question; ‘what’s in it for me?’ In this case for example, the benefits may be that you can drive the vehicle on all terrains in all weather conditions, or you have room for the whole family in the vehicle.
Another key thing for writing your benefits list is to remember to write it from the perspective of the page viewer; for example ‘get the lifestyle you want’ or ‘complete your training faster with better results’. This allows the reader to feel what the benefit would be for them and to visualise receiving that benefit.
It is a good idea when writing out your benefit list to make it a list of bullet points. Keep your benefits readable and to the point, allowing the reader to quickly ascertain what they will get. Another great idea is to use bold font for any points you really want to make stand out. This way anyone just skimming the page will be likely to notice the points you want them to see. Your aim should be that any of your bolded points create an outcome where the viewer just can’t say no; they have to go and get whatever it is that you’re offering.
So, remember to put a lot of thought into your benefits list. As a consumer, what would you like to know? Make your benefits emotive and memorable, always from the point of view of your reader. Bold any key benefits so that they really stand out and hopefully your page visitors will be thirsting for more!