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How to Differentiate Your Business Online

by | Nov 11, 2013

Differentiating Your Business Online by Creating Compelling Website Content

In a previous article we discussed how the high visual impact ‘Wow Factor’ approach to differentiating your online business is flawed.


“So how do you go about giving potential customers a reason to choose you over the competition?”


As we previously considered, the answer does not lie in the web design template, but instead it lies in the substance of your offer.

Therefore the content of your website is really the key, and in particular the text content. The overall design should serve as an attractive, professional but unobtrusive stage for delivering the text, video & image content that will persuade your potential customers to contact you.


Unique Selling Proposition

A strong Unique Selling Proposition can differentiate your business very effectively even in a crowed market place. To create your USP, think of the main strength or point of difference that make your offer unique, then sum it up in an short sentence.

Examples of this include;

  • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less - or it’s free.”
  • Federal Express: “When your package absolutely, positively has to get there overnight.”


More detailed information on creating your Unique Selling Proposition can be found here;



Structure of an Effective Web Page

Once you have determined your USP, you can then start putting together a compelling landing page for your website. The main elements of this should be;


A Strong Headline

A strong headline is there to capture you visitors attention and quickly tell them that you may be able to help solve their problem – in other words that you’re offering what they are searching for.

A good headline should;

  • Highlight the main benefit of your service/product/offer in a short, punchy, compelling manner
  • Be the largest, boldest piece of text on your page
  • Be placed at the top of your page and be surrounded by plenty of white space


Brief Introduction

Highlight the problem that your customers have, then tell them how you can help them solve it. This should serve as a lead into the next section stressing the features and benefits you can provide.


Features & Benefits

Create a bullet point list of main features and translate them into benefits for your customers.

If you were selling a computer, an example of this would be;

  • 1 Terrabyte Hard Drive (Feature): Allows you store a huge amount of pictures, music and files (Benefit)


Social Proof

Social proof in the form of testimonials is a great way to provide objective backup for your claims from previous, satisfied customers.


Special Offers & Free Gifts

Try to construct compelling special offers such as a discount or special packages, or offer something for free that doesn’t cost you much, such as a free information in PDF format for example. Limit the time the offer is available to create a time constraint, which will compel customers to act quickly.


A Clear Call to Action

The final crucial element to an effective landing page is what is known as a ‘Call to Action‘. This tells your customer what to do next, whether its ‘Call Us Now on 08….‘ or ‘Fill Out Our Enquiry Form Here‘.


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