It’s all about the sizzle.
When you’re writing for your website, it’s easy to list what you do. But what really matters to your audience is how it helps them.
That’s where the FAB approach comes in—Features, Advantages, and Benefits. Understanding the difference can make your message much more engaging and effective.
What’s the Difference?
Feature: What something is
Advantage: What it does
Benefit: Why it matters to your customer
The “Sizzle” Test (No meat required)
Let’s use a simple food example—sausage or plant-based alternative, your choice:
Feature: A blend of seasoned ingredients wrapped in a casing
Advantage: Cooks into a warm, satisfying meal
Benefit: That irresistible sizzle, the comforting aroma, the promise of something genuinely enjoyable
Which description makes you want to eat it? It’s the benefit—the experience—that connects. The same applies to your website content.
Why This Matters
When a visitor lands on your site, they’re not just looking for facts—they’re trying to work out if you understand their needs. It’s not enough to say “mobile responsive” or “SEO included”. That’s a feature. You need to show what that means for them.
For example:
“Your site will look great on any device—so customers can reach you wherever they are.”
That’s a benefit. It connects the dots between what you offer and why it matters.
Everyday Examples
Toy with batteries included
Benefit: Ready to use—no Christmas morning disappointmentSlimming underwear
Benefit: Feel more confident and comfortable in your favourite outfitPlush bike saddle
Benefit: Enjoy long rides without the acheLarge umbrella
Benefit: Stay dry in a downpour, shaded in the sun
Turning Features into Benefits
A simple way to do this in your own copy is the “so you can…” method:
“A full inch of insulation—so you can sleep soundly on chilly nights.”
“Beautifully maintained garden—so you can relax, not weed.”
The takeaway?
Features are important—but benefits build trust. They show that you understand what your customer wants, and how you’ll deliver it.
Want help refining your website messaging? I’d love to hear from you. Get in touch, and let’s add some sizzle to your site.
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