Companies talk about how they’re different, but the differences are all the same.
After the internet, things changed.
Today’s prospect has a wealth of information, but no guidance. They’re able to collect page after page of information from you and your competitors’ websites. But they’re limited by their own knowledge and their own worldview.
This is why your buyer is having such a hard time separating you from your competitors. All the Googling they do leads them to the same conclusion: There are many available options, and you’re all equal. It’s why review sites have become so popular, they help differentiate the options.
By the time your prospect has made a shortlist, they’ve convinced themselves that everyone on it can solve their problem. So if all choices are the same, they only want you to compete on one thing: price. It’s why your pricing page – if you have one – attracts the highest number of views, aside from your home page.