Steve Krug's web design bible, Don't Make Me Think!, taught us that web users are time poor. If it takes time to decipher your online content, they'll give up and go away. You've got to give readers a reason to stay, as soon as they land on your site.

By stating the problems your business solves upfront, you make your business is relevant to them ('aha!') and allow them to choose you to help.

What's your point?

When you give the 'why' as well as the 'what', things instantly become clear. Take this real life example.

The other day my plasterer asked me what I do for a living. I quickly gave him the 'what': "I write content for websites". When I saw he looked puzzled, I told him the 'why'.

“A lot of businesses say what they do on their websites. But readers need to know what’s in it for them. I make sure a company tells its audience exactly why they need their products and services.”

The puzzled look disappeared as he got it: 'aha!' I had given him the point.

Empathise and problem solve

People don't always know what they need, but they know a lot about their problem. Their search term will likely include it. Even if they don't find you through search, telling them what you know about their problem before you offer a fix creates a real human connection — building trust.

For an example, have a look at the homepage content we wrote for interior stylist, Angela Bunt Creative. The homepage targets people looking for ideas on how to individualise their home, using "I" to deepen the personal connection with the reader: "Discover how I can bring personality and style to your interior project."

So make a list of reasons why people need you, and stick them right at the top of your homepage, because putting the 'whys' in front of the 'whats' gives your customers 'aha!' as soon as they meet you.