Your words · Messaging
Your page lists features, not what customers get
People pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.
- Applies to
- every page
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
Headlines and section intros describe capabilities ("AI-powered", "24/7 support", "cloud-based") without saying what the customer gets as a result.
What good looks like
Key features are tied to a customer benefit or outcome somewhere close by.
How to fix it
After each feature, say what it means for the customer, e.g. '24/7 call-outs, so you're never left without heating'.
Based on
- Writing-for-the-web research
- Grid Design audit practice
Related checks
Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.Your wordsYour page talks about you, not your customersPeople care about their own problem. If every line starts with 'we', they have to work out what it means for them.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.