I was never really any good at “textbook business” back in university but I do remember a few catch-all phrases they instilled in our vocabulary back then. One of them was: Know What Business You’re In

On the surface that seems like a no-brainer. If you’re a shoe company, you sell shoes. If you’re an accountant, you sell accounting services. If you’re a school, you sell education. However, that’s not the nugget of goodness encased in this all-knowing mantra. It helps to add an impact word to get the full gist:

Know What Business You’re REALLY In!

What this speaks to is the benefit your business provides to its clients …not just the features. Starbucks’ central business model uses this exact concept. In theory, Starbucks sells coffee and coffee-related products. However, their entire brand and company culture is focused on selling “the lifestyle” …from the european-inspired barista beverages …to the decor …to the eclectic CDs that they sell.

Before I even start creating a web content strategy for clients I always try to get them to focus on the benefits their products or services bring to their customers. From there, I expand outwards to include the overall benefit of doing business with them. Perhaps their receptionist is especially knowledgeable, or they are the only wholesale distributor of widgets in all of North America. Defining the benefits (which some might say are the value-propositions of their business) in a way that expands beyond a list of itemized features of their product or service allows me to translate and promote that value onto their website.

Knowing what business you’re really in can set the stage for everything from website branding to web content tone. It also implies that the corporate culture you project offline can be mirrored in a dynamic website that conveys more than just static company information. Sure, you’re a distributor of widgets manufactured by XYZ company – but wouldn’t it make sense to add technical specifications or downloadable patches on your own website rather than send your customers back to the manufacturer’s website?

Look to provide a valuable online experience for your customers in a way that provides them with a value-added benefit of visiting your website. By knowing what business you are REALLY in, you can qualify that experience in a way that is far more meaningful to your target audience.

Meaningful web content is, after all, where your ROI resides.