Many business owners struggle to write a ‘Why choose?’ page because, apart from listing a few basic points, they don’t know what else to write about. The truth is, there are a multitude of reasons people should choose you.
A simple way to discover these reasons is to think about the basic daily activities of your business and your processes, and then turn them into sumptuous selling points.
Case study
For example, the process of doing business with Paddy’s Plumbing usually goes something like this:
- A customer calls at any time of the day or night to get their plumbing problems fixed.
- Paddy promises to turn up on time, or all plumbing work is free.
- He fixes the customer’s problem quickly and happily.
- He cleans up any mess.
- He then gives the customer a free tap washer before heading off to his next job.
Here’s how that process can be converted into selling points for Paddy’s Why choose? page.
Your problems will be fixed any time of the day or night
I understand that many plumbing problems happen at the most inconvenient times, that’s why I’m available 24/7. Got a problem? Give me a call and I’ll be there as soon as I can. (And rest assured, I’ll always give you an estimated time of my arrival).
You don’t pay a cent if I’m late
You have better things to do than hang around waiting for a plumber. I respect your time, that’s why I turn up on time, every time, or you don’t pay a cent!
Your problem is fixed quickly, saving you money
As an experienced and respected plumber I’m in the business of fixing your drains, not draining your wallet. I’ve worked as a plumber for 15 years, so I fix every plumbing problem quickly and effectively.
Your house will be left clean
I am very aware that I’m a visitor in your home, and as such, I treat your home with absolute respect. I work quickly, efficiently and as quietly as possible; and most importantly, I clean my mess before I leave.
You’ll enjoy having me in your house
I enjoy helping people with their plumbing problems, which is why I do my job with a smile. Don’t worry, I won’t drive you nuts by whistling hyperactively while I work, but I certainly won’t be scowling and cursing either.
Receive a free tap washer as a gift from Paddy’s Plumbing
At Paddy’s Plumbing I want to save you money, not make money out of you, that’s why I give you a free tap washer after every visit. It’s just a small ‘thank you’ gift for trusting me with your plumbing problems.
Got a plumbing problem that needs to be fixed? Call me now on 1234 5678.
Have you got a Why choose? page on your website? How’s it working for you? Any tips to share on writing website content?
“ Think about the basic daily activities of your business and your processes, and then turn them into sumptuous selling points. ”
Lucinda Lions writes persuasive and compelling website copy. Her web copywriting ebooks assist solo and micro business owners to write their own sales-boosting copy.
