There’s an old saying in marketing circles: People don’t buy lawn mowers, they buy short grass. Simply stated, people are more interested in the benefit your product or service provides rather than how it operates. When you focus on how much horsepower the engine has and the materials used to build your lawn mower, you’re not speaking to what really matters to your audience.
So many of us, when promoting our senior care services, focus on the features we bring to the table: we provide rehab and long-term care services, our team has three MDs and two RNs on staff and we have an on-site beauty salon and dining room. What people are really interested in knowing is how will I or my loved feel when we’re there? Will my physical, mental, and spiritual needs be met? Are there opportunities to feel purposeful? Will I be a more healthy and fulfilled human being after using your services?
This isn’t to say that the features of your facility or service aren’t important. They are. But your marketing message should be focused on the benefit of your service. It’s the end result – the beautifully manicured lawn – that really matters.
There’s another saying in marketing: Show, don’t tell. Don’t tell me your lawn mower gives me short grass. Show me. Provide pictures of what my lawn will look like after using your lawn mower. Provide testimonials from real clients.
Focusing on benefits is particularly important when creating a website. Online customers are used to getting necessary information quickly. The average time spent on a single web page is less than a minute and studies show the first 10 seconds are critical to determining whether a user will stay or leave. So, with limited real estate and a short amount of time to hook your reader, what you have to say on your home page is critical in grabbing your audience’s attention.
So, instead of:
Welcome to Golden Pines Rehab & Health Center
Golden Pines Rehab & Health Center is a 56-bed facility located in Spring Valley, Pennsylvania. We provide rehabilitation and long-term services for people in the Spring Valley area. We accept Medicare and Medicaid, worker’s compensation and private insurance.
Consider something like this:
Superior Care That Gets Your Life Back on Track
Golden Pines is committed to helping people recover as quickly as possible from surgery or a medical event. Our team of compassionate therapists will assist you in achieving your individual goals and getting your life back to normal. While here, you’ll enjoy a beautiful environment designed to maximize your well-being, including restaurant-style dining, a spa, and a concierge-like service to ensure you receive a little pampering and continue to lead an enjoyable life while recovering.
If you would like some help in selling short grass instead of a lawn mower, contact us about creating a website that will move your audience to act.