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How to Tailor Your Website to Visitors’ Pain Points

Whether you’re an account based marketing (ABM) pro or an ecommerce marketing enthusiast, there’s no doubt that you spend a significant amount of time thinking about your prospective customers' pain points. And, who can blame you? Understanding these pain points can enable you to make smarter decisions at every stage of the buyer journey. 

While customer pain points are key to building comprehensive buyer personas, sometimes it can be challenging to understand where and how to incorporate those pain points into your website strategy. More than that, as market conditions and buyer concerns continue to shift, it can be challenging to keep your website up-to-date to reflect the pain points that are plaguing site visitors today—not yesterday.

So, how do you infuse your website with elements that speak to visitors’ pain points? And, where should you start?

Keep reading for three tactical ways you can put your visitors’ pain points at the forefront of your website so you can start converting more.

Invest in a Codeless Solution to Make Swift Changes to Your Site

When it comes to marketing and customer pain points, change is the only constant. As market conditions shift and news breaks, buyer pain points are bound to change. This means, your site should change also. Unfortunately, for many marketing teams, making quick updates to their websites can be a tall order if the changes in question require engineering help.

To make swift changes to your site’s copy, content, and imagery it’s imperative to invest in a codeless website solution so you don’t have to engage your engineers for help. Intellimize’s visual editor allows marketers to instantly customize headlines, CTAs, imagery, themes, or copy for every web visitor without the help of a web developer. The visual editor also includes AI-powered copy suggestions to make copy creation even easier.

Leveraging a codeless tool like Intellimize can enable your marketing team to test out website variations that address new visitor pain points, as soon as they change.

Leverage Benefits over Features in Website Copy

One of the simplest ways to speak directly to visitor pain points is by leveraging benefits over features in website copy. While features typically describe what a product or service does, benefits on the other hand tell consumers how a product or service will improve their lives and fix their problems.

While both features and benefits are certainly important to buyers in the decision-making process, studies have shown that most consumers are more convinced to purchase by benefits instead of features. Additionally creating benefits-focused headlines and product descriptions can help your brand stand out against competitors that may have similar features to your own.

Below are two examples of how to use benefits over features depending on the type of business you work for:

Benefit-focused Website Copy Example for B2B 

Customer success software brand, Zendesk, has a clever way of showcasing the advantages of its software. In the solutions tab of its main site navigation, each solution is accompanied by a corresponding benefit. Zendesk infuses a functional element of its site with value propositions that speak directly to visitors’ pain points.

Zendesk Navigation Bar

Looking for more examples of how B2B companies push with benefits instead of features on their websites? Check out our blog, How B2B Brands Leverage Benefits Instead of Features to Sell More.

Benefit-focused Website Copy Example for Ecommerce

Poppi, a prebiotic soda company, has a section on each of its product detail pages (PDPs) called "Bubbles with benefits" which features icons depicting each of the product’s benefits. By touting benefits like “refines complexion” and “helps lower cholesterol” the brand targets site visitors who may be struggling to find a solution to those problems.

Poppi benefits

For more inspiration check out our blog, How Ecommerce Brands Leverage Benefits Instead of Features to Sell More.

Think Like a Healthy Skeptic

According to Rishi Rawat, Product Page Optimization Specialist at Frictionless Commerce, the key to converting more customers is appealing to what he calls a “Healthy Skeptic.” 

Healthy Skeptics checklist

Unlike Cynics, who according to Rawat are impossible to please, Healthy Skeptics, are willing to pay to fix their pain points. This means that by putting yourself in the shoes of your skeptical (but, convincible) site visitors, you can positively impact your bottom line. In simple terms, rather than using your website to address those that see no value in your product, instead cater to the pain points of those that are on the fence about buying.

How to Think Like a Healthy Skeptic

To start thinking like a Healthy Skeptic, ask yourself the following questions when reviewing your website copy:

  • Why would this detail matter?
  • Can this statement be backed up with evidence?
  • Is this statement coming off as marketing speak? How can it be phrased as something a subject matter expert would say?

To learn more about how to tailor your website to meet the need of Healthy Skeptics check out our interview with Rishi Rawat.

We hope these three tips give you the inspiration you need to start tailoring your website to address your visitors’ pain points. 

Coffee & Conversions - Rishi Rawat