Why WIIFT Should Be Your Focus in Website Copywriting

When it comes to writing for your website, there’s one question that will guide you to success: WIIFT, or “What’s In It For Them?”

What does WIIFT mean?

WIIFT means putting yourself in your client’s shoes. When you view your content through the lens of your audience, you’re more likely to create copy that resonates and engages.

The key is to constantly ask, “What’s in it for my reader?” Why should they care? And most importantly, what value will they get from reading your content?

Crafting content with the client in mind

Every word on your website should serve a purpose and bring value to your reader. Think about how you can provide them with helpful information, practical solutions, or even a fresh perspective. Consider the following as you build your content:

• Provide real value: Content should deliver something useful. It could be knowledge, insights, inspiration, or a solution to a common problem your clients face.
• Address their needs: Prospective clients come to your website with questions or pain points. Ensure your content quickly and effectively answers their core questions and builds their trust.

WIIFT in action: How to shift focus to your audience

1. Frame content around “You” statements
To make your website more reader-focused, replace “I” statements with “You” statements. Instead of “I will guide you,” try “You will discover…” This subtle shift makes the reader feel like the focus is truly on their journey and needs.

2. Describe benefits, not just features
While features explain what something is, benefits describe how it will improve your client’s life. For instance, rather than saying, “Our acupuncture treatment involves fine needle insertion,” emphasise how “Our acupuncture can help relieve your pain and improve your overall well-being.” Benefits speak directly to their desires and motivations.

3. Show empathy and understanding
Let your clients know you understand their challenges. When they see that you genuinely get their struggles, it creates a connection and builds trust. For instance, acknowledge common frustrations they may face and explain how your services are designed to alleviate those exact issues.

4. Use testimonials to build credibility
Client testimonials are powerful social proof. Instead of stating your skills, let past clients share how your services have made a difference for them. Testimonials add credibility and demonstrate your commitment to client satisfaction.

The WIIFT difference: Why it matters

When your content speaks directly to what your client wants and needs, they’re more likely to feel understood and valued. This isn’t about telling your life story or sharing every detail of your services — it’s about showcasing how you can help solve their problems or fulfill their needs.

Final thoughts: Make your website about them, not you

Your website is there to serve your clients, so make them the center of attention. By focusing on what they’ll gain, you can create a site that’s not only engaging but genuinely useful.

If you’d like support to develop content that truly resonates with your audience, reach out! Let’s chat about how we can make your website client-focused and effective.

Contact me today to arrange a call.

FAQs

1. What does WIIFT mean?

WIIFT stands for “What’s In It For Them.” It’s a guiding principle in content creation that emphasises putting your audience’s needs and desires first, rather than focusing on yourself or your business.

2. Why should I focus on WIIFT when creating website content?

By focusing on WIIFT, you ensure that your content resonates with your audience. It shows visitors that you understand their problems, which builds trust and encourages them to engage with your services.

3. How can I find out what’s important to my audience?

Conducting market research or directly asking your audience through surveys or social media can reveal what they value. Knowing their needs and wants allows you to craft content that directly addresses their challenges.

4. Why is it important to use “You” instead of “I” in website copy?

Using “You” makes your content more engaging and relatable. It shows readers that the content is about them and their needs, not about you, which is more likely to keep them interested and build a connection.

5. What’s the difference between features and benefits, and why should I focus on benefits?

Features describe the attributes of your product or service, while benefits explain how those attributes help your client. For instance, instead of focusing on “acupuncture needles,” emphasise how acupuncture can relieve stress or pain—benefits that matter to the client.

6. How can I show that I understand my audience’s challenges?

Use language that reflects their struggles and needs. Showing empathy and understanding helps clients feel seen and understood, which builds trust and strengthens your credibility.

7. How can testimonials support the WIIFT approach?

Testimonials demonstrate how you’ve helped others with similar challenges. They serve as social proof, allowing potential clients to see real-life examples of the results you deliver, building trust without you having to “sell” yourself.

8. What if I need help creating a client-centered website?

If crafting WIIFT-focused content feels challenging, consider reaching out for support. Professional website copywriters or consultants can help you create a message that resonates with your target audience and drives results.