Why Nobody Cares About Your Widgets
When I start working with a new client, there’s always that moment—somewhere between the excitement of a new website build and the question, “So… what do we put on the homepage?”
It’s usually around then that I gently break the news: Nobody cares about your widgets.
But hang on—this isn’t a takedown of your business or how brilliant you are. It’s just a reminder of something every small business owner (myself included) forgets from time to time:
People aren’t buying your product or service.
They’re buying the outcome.
Think: “Hole in the wall,” not “drill”
There’s a famous marketing phrase you’ve probably heard before: “People don’t want a drill. They want a hole in the wall.”
Recently, I came across a great article that builds on this idea—Nobody Wants a Drill by Michele Lashley. It’s a short, punchy read that dives deeper into why your marketing should focus less on what you do and more on why it matters.
You’re not selling:
- A website → You’re selling credibility, visibility, and leads.
- A massage → You’re selling pain relief, relaxation, and better sleep.
- A mower → You’re selling a neat lawn, happy neighbours, and more weekend pride.
What does this mean for your website?
If your homepage, product page, or business card starts with a list of features, it’s time for a little tune-up. Here’s what to focus on instead:
✔️ Lead with benefits: Show people how their life gets better with your help
✔️ Tell stories: Help them see themselves in the result
✔️ Speak human: Skip the jargon and talk like a real person
Because at the end of the day, people don’t care how slick your tool is.
They care that it solves a problem.
Let your copy reflect that—and watch the impact multiply.
Want to see how this looks in action?
At Captivate Websites, we don’t just say “we build websites” (yawn).
We show what that actually means for you.
- Before: “We offer mobile-responsive, SEO-friendly WordPress websites.”
- After: “We help small business owners get found on Google and turn visitors into customers—even when you’re off the clock.”
See the difference?
If you’re ready to stop selling features and start selling the transformation, let’s chat. I’ll help you uncover what really matters to your audience—and build a website that speaks directly to them.
👉 [Book a chat here] and let’s turn your ‘drill’ into a headline-grabbing hole.