Science & Engineering Websites Should Promote Benefits Over Features
Science, engineering, and similarly professional/technical providers are accustomed to speaking in terms of the features their consultancies might offer. They can get away with doing so because their website visitors are almost exclusively professionals themselves: highly informed consumers who understand the benefit(s) of each feature.
But what if your science, technology, engineering, medical, or similarly esoteric website includes (or is primarily) a lay audience, such as a medical practice website or a dental practice website?
Potential clients might range from the hardly- to the highly-educated in such cases. And so each feature advertised and promoted on the website must be described in terms of its benefits.
For example, an ophthalmologist might advertise on her website that she has the latest laser equipment. But so what? Unless the potential client is completely convinced that “newer is always better,” he needs to hear how the newer technology better benefits him as compared to the older technology ostensibly used by the ophthalmologist’s competitors.
Or as we tell our engineering clients: It’s not “battery powered.” It’s “completely portable.”