Feature / Benefit Comparison
One of the most common content conundrums we encounter is the distinction between Features and Benefits. Often, especially in redesigns, content has been written by a client's non-writer team member, and lacks, among other things, the clear and hierarchical organization we rely upon online.
More than once recently we've found it extremely helpful to scour existing content (after completing the content audit) to somehow create a Features/Benefits matrix. The basis is, theoretically, that Features confer Benefits, and are therefore they are neither synonymous nor interchangeable. The example here is a simple one, but it works!
Itemizing one or the other lets us create clear distinctions for ourselves and the user, and ultimately gives way to visual cues for quickly consuming the content.
We've also found that isolating Benefits lets us find ways to infuse them throughout the site, especially in headers and CTAs, because benefits speak directly to the user and his or her needs.
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