Most Fortune 500 company websites do a great job telling you what the firm is selling. But guess what? Customers don’t care. They’re looking for outcomes, to fill a need or get smart, and to then either request more information or get on with their day.

Instead of simply listing what you sell, extrapolate through to “the why.” In example, you sell software. For whom? Medical practices. Why? To better manage patient information. Why? To reduce administrative costs. Why? Because administrative costs represent the largest share of OPEX investment, which can’t be written off as easily at tax time. Aha! Now you’re not simply selling medical practice software, you’re selling the kind of efficiency that equates to savings. And that single message can be delivered in a sentence as opposed to a laundry list of features.

Instead of being “Medusoft medical practice software”, you’re now “Medusoft, making medical practices more profitable” (through software). And we’ll all buy that type of return.