This statement should be the core strength of your website copy when you are trying to promote a product or a service. You need to empathize with the visitor and provide the solution in the most convincing, truthful manner.
To be frank, your visitor doesn’t give a damn what a great product or service you’ve got, because he or she has probably, already visited scores of websites offering the same thing with little difference. How do you stand out, even if you have nothing unique to offer? You need to strum the emotional chords of your visitor. Let him or her know that you totally understand what he or she needs. Make it your sole purpose to solve a particular problem people have, and then convince them that you can solve it. More than products and services, people are looking for solutions and gratifications. But does it mean people never search for products and services?
They definitely do. Let’s suppose I want to improve my search engine rankings and for that I’m searching for a good SEO company. Even if I’m looking for an SEO company, I’m basically looking for a solution: improve my search engine rankings. I may have budget constraints and I may not. I may have a tight schedule and I may not. I may be eager to work with an inexperienced company or I want a highly experienced company with lots of client testimonials. These are my needs. When I visit a website, even if I’m not consciously looking for these traits, they will be a deciding factor.
That’s why it is very important to be clear about whom you want to target through your website copy. Targeting helps you define the needs and the solutions to those needs.