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Their Pain, Your Gain

What to say on your home page


You already know you want your home page optimized for SEO so it can be found online, and you need it to be mobile-friendly, so you don't lose out on the vast mobile audience.


But when it comes to the actual content itself, the best way to attract prospects and have them convert to paying customers is to solve a problem affecting visitors to your site, or to address the "pain points" they face.


This approach is altogether different from singing the praises of a product or service you might offer, and all the wonderful features that make it unique in its category.


Some visitors may do the translation, and see how those features could benefit them directly, but a great many other readers will not make the connection, will be unimpressed, and will drop off your site.

Don't lose potential customers by failing to clearly outline how what you offer solves a problem they have - that is the really crucial point you have to make!


In any "Sales 101" class, they teach that you sell on benefits, not features. 


If a site visitor reads about your space-age vacuum cleaner, they might be mildly interested about its 10 different cleaning accessories. However, when you point out that they will be able to clean in tight corners, vacuum their cushions and upholstery, and to get their floors as clean as a whistle - now your readers can easily see how it solves a problem they have. 


Visitors to your site are not looking to be sold on features, i.e. the biggest or the fastest.


What they really want is something that will make their life easier, or that will effectively solve a problem they are facing. 
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