Skip the fluff and get right to the product

Last week we received some qualitative feedback on our website, and this piece stood out to me.

As a product marketer I’ve been trained to lead with value and benefits, not products and features.

And now I see this...

In fact, a lot of the feedback had a similar theme. People valued seeing the product at the top of our homepage. And simple language that explained it clearly throughout.

It’s not that they don’t care about understanding (or validating) the benefits too, but first, they want to make sure they quickly understand what the product “is” and “does.”

They want to make sure they’re in the right place.

Of course, every buyer is different. And product + benefits should go hand-in-hand. But it’s important to know that many buyers (arguably those with high purchasing intent) want to skip the fluff and get right to your product.

What’s your take on this?