We are launching a drastically new homepage with Fundacity. It is the final fundamental step in pivoting to helping investors save time and make better decisions in the startup selection process and away from the Startup Ecosystem we once visioned to create. The previous homepage had conflicting messages that left viewers confused on what we do and where to go next.
The new homepage is meant to:
1. Support our sales calls through reinforcing our message,
2. Generate sales leads independently; and
3. Direct traffic to the sign up process.
Fundamentally, the homepage has to market the product we are selling, i.e. the DealFlow. On our first attempt we wrote down lists of features that we think sell. However, features and advantages don’t sell… benefits sell.
So which is which and how do we formulate things? It is damn hard for those of us in the detail to step back and think like an outsider at times but there is lots of interesting and helpful material out there to consult. The article was very helpful in explaining the subtle differences for me between features, benefits and advantages and giving real life examples. Ultimately the benefits are the way in which you solved their problems and made life better for them…the benefits are why the user gives a damn about your product and will ultimately pay for your product.