A while back, we had a community member who promoted the difference between what you "do" and what you "offer." The concept of the two being separate is related to the difference between strategy and tactics.
More often than not, one of the obstacles to a strong Web site is too
much time spent on telling people what the company does. There`s too
much writing, it`s too crowded, and it really doesn`t explain how
anyone`s problem can be solved.
What`s the Problem?
Anyone browsing the Web, doing searches, has some kind of problem at
the moment. Even if they`re just bored, they still have a problem. Most
of us tend to act because we feel there`s a problem that needs solving.
So how is your home page reaching out to the visitor? How are you
putting a virtual arm around their shoulder, suggesting that you know
Think of the kindly older person who solves problems for younger folks.
They`re welcoming, calm, and have an aura of confidence. Right off the
bat, they either ask what`s the problem, or they suggest that perhaps a
particular thing is causing trouble.
When a visitor clicks on your home page, do they see anything that points to their problem?
Doing Something -vs- Doing Something About a Specific
When you talk about what you do each day, you`re just doing any old
thing. But when you offer to solve someone`s problem, you`re doing
Suppose a person is trying to sell their car. They search for "sell
cars" or "buy cars" or whatever else they can think of. They don`t need
to know that you buy or sell cars: instead, they need to know that you
will buy THEIR car!
Offering something means providing specific solutions to specific
problems. Wouldn`t it make sense to immediately state the kinds of
problems your business is designed to handle? Yet so many people don`t
really exclude anything. They talk about everything.
What`s your business line? How do you solve someone`s problem? What do
you think is your target market person`s main problem when they come
visit your site?