As a business owner, your product or service is the lifeblood of your company. When presenting it to potential customers – whether online, in-person, or over phone or video – you want to make sure they have a clear understanding of its value and benefits.
Informed prospects are more likely to make confident purchasing decisions, and transparency is key to building trust. Your website content is a valuable tool to help guide your prospects down the path to becoming a customer. To successfully convert prospects into customers, here are the top five facts every prospect should know about your product or service from your website.
- What Problem It Solves
At the core of every great product or service is its ability to solve a specific problem for its users. Prospects need to know exactly what challenges your product or service addresses and how it will make their life or business easier. Whether it saves time, reduces costs, enhances efficiency, or delivers a unique benefit, be crystal clear about the problem your product or service solves. This fact should be at the forefront of all your marketing materials and conversations with prospects. When people understand the direct value your product or service offers, they are more likely to see it as an essential solution, rather than just another option.
One way your website can clearly define this is by having clean, easy-to-read copy. Utilizing infographics, bullet points, call to actions, and high-quality images will make it easy and effective for your prospect to take the next step in the buying process.
- How It Works
Once a prospect understands the problem your product or service solves, the next step is showing them how it works. This includes explaining the core features and functionality in a way that is easy to understand, without overwhelming them with technical jargon. Whether your product is a physical item, a software tool, or a service, provide clear instructions or demonstrations of its use. If possible, offer visual aids like product demos, videos, free tools, or hands-on trials to help prospects visualize how the product operates in real-world scenarios. A clear understanding of how your product or service works builds confidence and removes uncertainty from the buying decision.
Another great piece of content to showcase how your product or service works is a case study. This can be as simple as a blog article or as extensive as video with customer testimonials. We have found great success in the B2B space with downloadable PDF case studies. This allows you to present the information in a visually pleasing format with the opportunity to capture lead emails in exchange for the free case study download.
- What Makes It Unique
In a competitive marketplace, there are likely several products or services that promise similar solutions. Prospects need to know what sets your product or service apart from the rest. Highlight its Unique Selling Proposition (USP)—the specific feature or benefit that differentiates your product. This could be anything from superior technology, exclusive materials, user-friendly design, or even excellent customer support. Make it clear why your product or service is the best option compared to competitors. By emphasizing its uniqueness, you make it easier for prospects to choose your offering over others, knowing they are getting something special.
Get creative with how you position your USP. This is a great opportunity for movement on your website, incorporating graphic sliders or a feature breakdown infographic video. Visual charts that compare your product or service to other competitors in your industry also makes it super clear how your iteration of the solution is the winning choice.
- Who It’s For
Not every product or service is a one-size-fits-all solution. Your prospects need to know whether your product or service is the right fit for them based on their specific needs, industry, or situation. Clearly define the target audience for your product or service. This includes factors like the type of business or individual that will benefit the most, their size, budget, and specific pain points. Whether your product or service is designed for small businesses, enterprise-level clients, or specific industries, communicating this helps prospects understand if it’s tailored to meet their unique requirements. A clear alignment between their needs and your product or service is crucial to closing a sale.
Pro Tip: Don’t be afraid to use very specific terminology like “this product/service is for your if…” and list out the criteria. If you try to cater to everyone, you ultimately will not cater to anyone. Knowing who you want to work with and having that visible on your website and in all of your content also signals to your prospects that you are confident in your vision, benefits, and solutions. Trying to be a solution for everyone can come off as disingenuous and desperate at worst and scattered or disorganized at best.
- The ROI They Can Expect
One of the most important facts prospects want to know before making a purchase is the return on investment (ROI) they can expect. Will your product or service help them save time, reduce costs, increase productivity, or generate more revenue? Be specific about the benefits and results they can achieve by using your product or service. Use data, case studies, or customer testimonials to showcase real-world outcomes and performance. The more tangible and measurable the expected ROI, the more likely prospects are to view your product or service as a worthwhile investment. Communicating the long-term value of your product or service helps prospects justify the purchase, especially for higher-ticket items.
Next Steps
By providing prospects with these five essential facts—what problem your product or service solves, how it works, what makes it unique, who it’s for, and the ROI they can expect—you empower them to make informed decisions. These details not only build trust but also demonstrate the true value of your product or service, making it easier for prospects to envision how it will benefit them and their business. A transparent, well-informed prospect is more likely to become a loyal customer.
If your website and content do not clearly address these questions and outcomes, we’re here to help! Gravity Marketing serves small to medium-sized B2B businesses across a variety of sectors by providing a strategic, streamlined, and results-driven proven approach to sales and marketing. Start the process by taking this marketing assessment quiz and then book a free discovery call to see if we’re a good fit for your needs.
We look forward to connecting with you soon!
Collectively, Gravity Marketing’s Team has over +75 years of industry experience and leverages a wide variety of skills, knowledge, applications, and expertise to deliver high-caliber results for our clients.
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