Your benefits and benefits summary section of your web site. The benefits section of your web site is where you will explain to your visitors all the benefits of using your product or service. Here you will outline every benefit of your product in paragraph form. Make these sections as appealing as you possibly can without stretching the truth too much. Write it from the stand-point of your visitor. If you were the visitor to this site would these benefits convince you to purchase this product.
Keep your sentences short but to the point. Also make your paragraphs no more than four to five sentences. Visitors to your web site do not like to read long drawn out paragraphs. Try to make the benefits of your product stand out, emphasize them by using bold, italic, underlined or even a different text type then the rest of your web site. You want your visitor to take notice of your benefits.
When writing the content of your website always write it from the stand-point of the customer. Try to convince yourself that the purchase of your product would be in your best interest. When you have finished writing your web site, always get someone else to read it over and give you their opinion. If they suggest that certain charges be made, then try to follow their suggestions. Remember you are biased, they are not, you want to buy your product, they do not. Remember it's always easy to convince yourself to buy your product. It's a completely different situation to convince a complete stranger to buy your product.
Place your benefit section after your problem solving section of your web site. Stress the benefits of your product, the customer always wants to know what's in it for me? How will I benefit by using your product? This is what you must tell them within this section.
The summary of your benefits should be separated from the benefits section, placed more toward the end of your web site say just before your closing section. Remember you still have a list of 15 features or selling points that you can use for this section. Try not to make your benefits summary a repeat of your benefits section. Give them other points of interest. The reason that you would place the summary of your benefits closer to your closing or call to action section is to make it easier to close the sale.
Always stress the fine points about your product. Your purpose is to convince them to buy your product, by telling them all the good things about your product. Once the person understands how they will benefit by using your product, they will pretty much convince them that they want your product. This makes it easier for you to get them to take action and purchase it. Remember that you can tweak the truth a little bit, but remember that your product must deliver on all your promises. If not you will not get return customers.