As a B2B marketer, it's easy to get caught up in promoting the features of your product or service. And, who can blame you? Your company has likely spent months, even years, perfecting the design, the engineering, and the technology behind it! But while these features are certainly impressive, they may not be the key selling points that resonate with your site visitors.
In today's world of marketing, it's essential to focus on the benefits that your product or service provides, rather than just the features. This shift in perspective can make all the difference in your marketing efforts and ultimately drive more sales.
In this blog post, we'll explore why B2B brands should consider listing the benefits of their products rather than just features and provide some examples from real brands that employ this strategy effectively.
So, whether you're part of a startup or an established enterprise, let's dive into why benefits should be at the forefront of your website strategy.
Paylocity: Benefit-focused Headline
Who doesn’t want to rest easier? Nobody, that’s who! Payroll software company, Paylocity, uses its homepage headline to communicate the very attractive benefit of stress reduction to site visitors.
Zendesk: Benefits in Navigation
Customer success software brand, Zendesk, takes a unique approach to listing the benefits of its product offering. In the solutions tab of its main site navigation, the brand includes a benefit under each solution listed. Zendesk effectively infuses a largely functional portion of its site with value propositions that put visitors in the driver’s seat.
Ekos: Icons Galore
Brewery management software company, Ekos, leverages icons to illustrate its product benefits. By pairing each benefit with a simple depiction, the brand draws visitors’ attention to the many ways its product can improve and simplify workflows.
Nuvolo: Benefit-focused Subheadlines
Another great place to feature product benefits? In your subheadlines, of course! In the screenshot below, facilities maintenance software company, Nuvolo, does this on the homepage of its site so prospective customers are aware of its benefits from the jump.
Splunk: Benefits on the Demo Page
The demo request page is prime real estate on any B2B site. As seen below in the screenshot from Splunk, brands should consider listing product benefits on the demo request page to drive more form fills.
We hope these five examples give you the inspiration you need to start experimenting with focusing on benefits over features in your B2B website copy.
If you’re already using Intellimize, sign into your account now to start testing out new copy variations ASAP.