Home > Writing Advice & Resources > Writing for the Web: Features or Benefits?

Writing for the Web: Features or Benefits?

Updated Feb 2006
Hang around a sales trainer for very long and you'll invariably hear the assertion that "people don't buy features, they buy benefits" In other words, they don't buy colored file folders—they buy a way to save time by keeping their papers neatly sorted. Benefit-based sales talk concentrates on the applied value of the product or service to the user.

While benefit-based selling certainly has merit, it is usually not the best way to present your products and services on the web.

In a high proportion of cases, if a web user lands on your site, it's because they're actively searching for a product or service like yours. They've already become convinced of the benefits of buying; they've gone on to the next stage: comparison shopping. Their main question is not "do I buy?" but "who do I buy from?" To decide that, they need objective information, like your product's features and pricing. Compare these two examples:

Example 1

WidgetSearch helps businesses to prosper in today's knowledge economy by giving employees timely access to the data they need. Widget Search frees up time for end-users, IT managers, and senior managers. Raise productivity! Our info-centric environment helps employees stay informed and contribute to your goals.

Example 2

WidgetSearch is an electronic document management system that people can use to:

• search documents by keyword or phrase
• search documents by date, or via custom searches in special fields like title, location, and author
• find information even if the keywords are misspelled

Own WidgetSearch for the affordable price of $599. Optional support is available at $100 per year (includes upgrades).

The first example is full of benefits-talk, but leaves the reader with no clear idea what the product will actually do, or how much it costs. After reading this paragraph, the web user cannot answer the question "will this product do what I want?" Since no specifics are given, the paragraph takes on a fuzzy, almost slippery, tone of doublespeak. We read, and we doubt.

By contrast, the second example concentrates on features and gives the reader a very specific idea of the capabilities of the product. The reader can answer the questions "will this product do what I want?" and "how much does it cost?" The use of clear, objective fact creates credibility in the mind of the reader.

As the above examples show, it can be a mistake to slant your web text too heavily towards benefits instead of features. The best approach is usually some combination of the two, with the emphasis on features. For example:

The Widget Search electronic document management system helps businesses to prosper in today's knowledge economy by giving employees timely access to the data they need. With WidgetSearch, users can:

• search for keywords or phrases
• search documents by date, or by special fields like title, location, and author
• find information even if the keywords are misspelled

Keep employees informed and contributing, at an affordable price! A WidgetSearch license is only $599. Optional support is available at $100 per year (includes upgrades).

In the above example, the features form the bulk of the communication. The benefit statements are used only to provide context and tie the pieces together.

In summary

If visitors to your site don't get their questions answered quickly, they won't stay around. Make sure that the information on your products and services is predominantly features-based. If you help users to answer their questions quickly and clearly, you're more likely to win the on-line marketing game.