When a visitor lands on your website, there are two questions they need answered:
1. How does this product or service benefit me?
2. Why should I buy this product or service from you?
If your site does a good job of answering the first question, congratulations – you’re one step closer to making a sale, but that alone won’t necessarily close the deal. To push the visitor to commit, giving you money in hand, you must be able to answer the second question sufficiently as well.
And, even when you’ve done that – you’re not out of the clear yet. Tons of businesses go wrong by focusing on just these two questions. They fill their pages with plenty of benefits, stats and other figures all intended to get the sale, but they leave visitors still asking, “Why you?”