“Stress benefits. Ensure that your copy always shows users exactly how your site will benefit them.”
That’s fix number 4 of “101 Five-Minute Fixes to Incrementally Improve Your Web Site” and it’s a good one. If the people who visit your website don’t find benefits, rather than just features, they’re likely to flee.
But fixing a website that’s missing benefits is likely to take more than five minutes. It’s often difficult for the website owner to put their business’ benefits into words. Getting feedback from outsiders can often help ensure that you’re on the right track.