Communicate benefits over features
A common pitfall of landing pages is that they tend to focus on features of the product rather than the benefits it provides. It makes perfect sense: after having being deeply involved in building the product, it comes natural to focus on all the fantastic attributes that are built in to the product.
We say: “here’s what m product can do”. That is a bad place to start.
Instead, you should focus on what users can do with your product and how that helps them solve their own problem. People don’t buy products, but better versions of themselves.
“Here’s what our product can do” and “Here’s what you can do with our product” sound similar, but represent completely different approaches.
A feature is what your product does; a benefit is what the customer can do with your product
An effective landing page needs to both highlight the benefits and features of your product, but with the main focus on the benefits.
Examples
Evernote can’t remember everything for you. In fact, it can’t remember anything — it’s software.
However, it does offer features that let you save and organize things. To “remember everything” is what you can do with Evernote – the benefit.
Source: Evernote homepage- Never Mix Up Features with Benefits Ever Again by Samuel Hulick
- People Don’t Buy Products, They Buy Better Versions of Themselves by Belle Beth Cooper