Sell ​​the benefit, not the product

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Everything looks pretty good here, the design is nice, but there is no offer. For example, it is worth adding "Outerwear for children from 1300₽ in the Finskay.ru store" and the conversion should grow.

Here is another niche: turnkey repair services. There is a clear excess of SEO optimization:



Take a look at another example in this area below. It's sudan company email list not perfect either, but at least there is the option to make a calculation, there are examples of estimates and a sample of a standard contract, which should attract a potential client.



Here is an example of a completely mysterious site with no offer. What do you think they sell? Sofas, a table, piano lessons or Parisian apartments? Find it difficult to answer? We do too…




"The person who buys a drill needs a hole in the wall. That's what you sell."

This well-known example is a hyperbolic illustration of the fact that it is not the product itself that needs to be sold, but the benefit from it. The idea is clear, but it is often neglected. Let's go back to the example of turnkey repairs. Density indicators, the type of sand that was added to the cement to level the floor and similar details can only interest people who are very experienced in floor repairs. Most would just like to be sure that in the next 5-10 years nothing has failed and the appearance has not deteriorated. That is, they want to see the result of the purchase and the guarantee.

Of course, it is important to consider the target audience. A specific audience requires a specific approach. For example, here is the landing page of the International Internet Academy of Mastery, designed for people of pre- or retirement age.



The International Internet Academy of Mastery is doing quite well with leads, which means they have found an approach to their target audience.

A site without appeals
Here is an example of a site where the service seems to exist, but there is no call to use it.



Such delicacy and unobtrusiveness may sometimes be appropriate for sales consultants in a store, but not in the field of Internet marketing. Yes, there is no need to overload the page with buttons "buy", "