Most small business websites are written by the business owner, for the business owner. They are filled with phrases like “We pride ourselves on excellence,” “We’ve been in business since 1994,” or “We offer a wide range of services.”
While these things are true, they often fail one simple test that every customer subconsciously applies: “So what?”
At North Star Web Solutions, we teach our clients to use the “So What?” Filter to transform their website from a self-centered brochure into a lead-generating machine.
What is the “So What?” Filter?
Your customers aren’t actually looking for your services. They are looking for a transformation. They have a problem, and they want to know how their life will be better once that problem is solved.
To use the filter, take any sentence on your website and ask, “So what?” until you reach the actual benefit to the customer.
- Feature: “We use the latest high-speed servers.”
- So what? Your website loads faster.
- So what? Your customers won’t get frustrated and leave.
- The Benefit: “Stop losing leads to slow loading times. Our high-speed hosting keeps your customers engaged from the first click.”
Shifting from Features to Benefits
When you pass your content through this filter, your messaging shifts from what you do to how you help.
- Don’t talk about your tools; talk about their time. Instead of “We use advanced diagnostic equipment,” try “Get back on the road faster with precision diagnostics that find the problem the first time.”
- Don’t talk about your years in business; talk about their peace of mind. Instead of “Established in 1998,” try “Join over 500 local families who trust us to keep their homes safe and secure.”
- Don’t list services; solve problems. Instead of a bulleted list of “Accounting Services,” use headers like “Never worry about tax season again.”
Why Relevance is a Force Multiplier
When a visitor lands on a site that speaks their language, they feel understood. That feeling of being “seen” creates immediate trust. By making your content relevant to your target audience’s specific pain points, you significantly increase the chances of them hitting that “Contact Us” button.
Is Your Content Passing the Test?
Open your homepage right now. Read your main headline. If it doesn’t immediately tell a stranger how their life gets better by hiring you, it’s time to apply the “So What?” Filter.