Your customers are looking to buy your product or service, but why should they choose you? As a responsible consumer, they do research online, read industry magazines, and ask their colleagues and friends about it. They have narrowed their search down to you and your number one competitor.
Imagine they visit your competitor’s website and your competitor gives them the basic manufacturer specs or product details. The site contains stock photography and a few generic sentences about performance as well as links to a few customer reviews.
You could offer the same. Or you could contrast your competitor’s site with a content-rich website. What do I mean by this? Your site includes a full write-up of the benefits of your products and how they perform. Your site includes professional photographs taken from various angles as well as user submitted photos of customers using your product or benefiting from your server. You’ve written several articles about the capabilities and created a call-to-action through an “act now” discount.