Successful websites directly or indirectly make you money
Many of our web content development clients have asked why it is important that our writers understand every aspect of their product or service features and benefits before they start the project.
The detailed drill-down is necessary because we always write with the end in mind.
All our web content is carefully crafted to take advantage of SEO (Search Engine Optimization). We research the problem statements and the key words associated with the client’s market segment, service and product. Google Analytics and other SEO software and processes aside, if the site visitor doesn’t find the ‘solution’ they are looking for quickly and its acquisition fast and easy, getting them to the site was as waste of time and resources.
The information gleaned from our client interviews, helps our writers drill down to those product/service features and benefits that will move a site visitor to a company’s newest client.
The following is the type of information our content developers will request in our first interview. We often remind our clients that their website is a graphic representation of their marketing plan. In today’s Web 2.0, eCommerce environment, you may never actually have personal contact with a large percentage of your client base. Your website is your business card, your marketing, sales and fulfillment departments. How you describe your goods and services matter. Your website Is your business. Take the time to carefully prepare your web content.
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• Describe your products in terms relevant to your customers.
• Differentiate – explain how your product is different than the competition’s.
• Effectively choose pricing and positioning strategies.
Products may be highly unique (specialty products), virtually indistinguishable from competitors’ products (commodity products), or in between these extremes. No level of uniqueness is necessarily better than any other, but they do require different marketing strategies.
A potentially important strategy for specialty products is differentiation, which sets them apart from the competitors’ products in the minds of customers. A thorough understanding of how your product’s benefits compare to your competitors’ allows you to compete effectively with them through differentiation.
• Commodity Products – Few, if any, perceived differences among competing products.
• Specialty Products – Highly unique features compared to other products competing for buyers’ dollars.
Strategies that are based upon features
Introducing – Identifying yourself as the first to offer a new product feature is a proven competitive strategy. For example, specifying a product as the first organic body lotion containing Vitamin E will position your company as a leader, at least for a while.
Improving/Modifying – Instead of being at the head of the pack with a totally new feature, you might modify or improve your product’s feature, which creates the impression that your company cares about satisfying its customers. Modifying product features is a strategy many businesses use when a competitor has lowered prices. For example, if the maker of one organic body lotion lowers its price, the maker of another may add Vitamin E as a new and improved feature but keep its price the same. It is important to remember that modifying features usually leads to changes in benefits. Stay aware of the evolution of perceived benefits your product offers so you can use them in your marketing.
Grouping – Often, features are grouped into different product models — and prices — escalating from a basic model to a fully loaded model. Automobiles, electronic devices, and vacation packages each offer features that may be added to a basic product model. Services can also be grouped in this fashion. For example, an accountant might offer a certain fee for preparing annual tax returns, another fee to also process payroll, and another to manage all of a client’s financial affairs.
Our research analysts and web content developers look forward to supporting the growth of your business or professional enterprise.
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