It’s hard to not over-sell, especially when you have a website. I mean you can’t talk to the customer so all you have is the information they read. Of course you want to include all the great things about your service or product.
The issue with this is that we tend to stray from what customers are really looking for. What they are really looking for is a future with you or your product. They want to feel safe that their life will be better if they use what you are offering. It’s always more important to focus on how you will make their life better rather than how great your product is. Try to focus more on what the service will do and how that helps the customer rather than how great it is.
A great rule of thumb is to focus on these two key sales areas:
1. What will give your customer an emotional connection to your product?
2. How will your product your product get your customers to their goals?
If you stay on target and avoid getting too wordy you will find good conversions with a simple straight forward and honest sales image.