Radar Media Blog

One of the mistakes that many companies make when redesigning their websites is trying to say too much on their product pages. It's understandable how this happens. Company insiders work in a bubble where much of their day is spent talking about product features - what they have now, how competitors stack up, and where they need to be when the next release or big customer comes along. From this vantage point, it's easy to assume that outsiders want this detail as well.

Problem is, it's mostly not true. Some readers may stay longer and drill deeper for information. But most prospects want the big picture. They want to quickly learn what business you're in, what services you offer and whether you may have something to solve their business problem.

Here at Radar Media we do a lot of work with Microsoft and its partners. While you can easily argue about what it does wrong in marketing (remember Bill Gates and Jerry Seinfeld? Ouch.) one thing we've learned from Microsoft -- and incorporated into our own practice -- is the regular use of customer scenarios.