What to Put on Your Internal Website Pages

Welcome to the exciting world of web design! As you embark on this journey, one of the crucial aspects to master is crafting compelling content for your website. So, when you’re meticulously planning the content for each page, remember the acronym WIFM – What’s In It For Me?


Watch this video or read the article below


When you’re planning out what to put on each page of your website, you want to think about the following things.

First of all WIFM, differentiators, and offerings.

Let’s talk about WIFM first. Answer this question on every page of your website when you’re thinking about what content to include.Why would someone click on this link and take time out of their day to visit this page?

This determines what you should put on this page. When we think about the actual content to add to this page, you’ll have a better result if you think of this information from the customer’s point of view. What’s in it for them?

You might have heard of WIIFM, what’s in it for me? That’s the question you want to answer on each page of your website. And you want to provide content that answers that question.


Let’s go over this a little more in detail

In today’s digital world, your website is often the first impression you make on potential customers. An effective website clearly communicates your value proposition in a way that resonates with your target audience and motivates them to take action.We go over these in the Toto Fast Track Program.

To create a website that captures attention and drives conversions, focus on three key elements:

WIFM – What’s In It For Me?

WIFM stands for “What’s In It For Me?” It’s a marketing and communication principle that encourages businesses and individuals to consider the perspective of their audience. In essence, it prompts the question:
Why should someone be interested in what you have to offer?

When visiting your site, customers implicitly ask themselves, “Why should I buy from you? What’s in it for me?” Address their needs directly by highlighting the concrete benefits they will enjoy from your offerings.

When creating content, whether it’s a website, advertisement, or any form of communication, it’s essential to address their needs directly by highlighting the concrete benefits they will enjoy from your offerings. Every page on your website should provide clear value and answer the visitor’s implicit question of what’s in it for them.

By focusing on WIFM, businesses can tailor their messaging to be more customer-centric, which helps in attracting and retaining the attention of their target audience.

Instead of a generic homepage headline like “Welcome to Our Fitness Blog,” you could make it more user-centric. For instance, “Transform Your Body and Boost Your Energy in Just 30 Days!” Here, the WIFM is clear – visitors are promised a tangible benefit of transforming their bodies and gaining more energy within a specific time frame. Focus on the immediate benefits or solutions your visitors can expect. Address their needs and concerns directly in your headlines and content.


Differentiators are the unique qualities or characteristics that set a business, product, or individual apart from competitors. In a crowded marketplace, it’s crucial to identify and emphasize what makes you distinct.

When visitors have multiple options, your goal is to stand out. This involves clearly communicating what makes your offering special, whether it’s superior quality, unique features, exceptional service, or any other competitive advantage.

Suppose you operate an online bookstore. In a competitive market, your differentiator could be a unique service like “Personalized Book Recommendations Tailored Just for You!” This sets you apart by offering a personalized touch that major competitors might not emphasize. Display this prominently on your site to attract visitors looking for a more tailored book-buying experience. Highlighting differentiators helps build a competitive edge and gives potential customers a reason to choose your product or service over others.

Crystal Clear Communication

Crystal clear communication involves presenting your products, services, and unique selling points in a concise and easily understandable manner. It’s about distilling complex information into a clear and compelling message.

Condensing your offerings and differentiators into a powerful phrase or tagline is a way to communicate your value proposition quickly and effectively. This tagline should convey the essence of what you do and why you are the best at it.

In a world where attention spans are short, clear communication is vital. A well-crafted tagline not only helps in creating a memorable brand image but also ensures that potential customers quickly grasp the benefits of choosing your offerings.

Why do You Need WIFM, Differentiators and Clear Communication

The integration of WIFM, Differentiators, and Crystal Clear Communication into your website is essential for a multitude of reasons, each contributing significantly to the achievement of your digital objectives:

Visitor Engagement

People are more likely to engage with content that directly addresses their needs and interests. By focusing on “What’s In It For Me?” you ensure that your content is relevant and valuable to your visitors.

Competitive Advantage

In a competitive landscape, it’s crucial to distinguish yourself from others. Identifying and highlighting your unique qualities helps you stand out, giving visitors a compelling reason to choose your products or services over alternatives.

Clarity and Memorability

Clear and concise communication is easier to understand and remember. A well-crafted tagline or message quickly conveys the essence of your offerings, making it more likely that visitors will remember and resonate with your brand.

Conversion Optimization

When visitors understand the benefits of your offerings (WIFM) and why you’re the best choice (Differentiators), they are more likely to convert into customers. These elements contribute to building trust and confidence in your brand.

User Experience

Visitors want a seamless and meaningful experience when interacting with a website. WIFM ensures that they find content relevant to their needs, while clear communication enhances the overall user experience by reducing confusion.

Long-term Relationship Building

By consistently applying these principles, you contribute to building a positive and lasting relationship with your audience. Meeting their needs (WIFM), showcasing your uniqueness (Differentiators), and communicating clearly foster trust and loyalty over time.

What Are the Effects of Overlooking WIIFM, Differentiators, and Clear Communication?

The consequences of neglecting or not effectively implementing the principles of WIFM, Differentiators, and Clear Communication on a website can have significant impacts on user engagement, brand perception, and overall business success. Here are some potential consequences:

Poor User Engagement 

Without clearly answering the question “What’s In It For Me?” on each page, visitors may find it difficult to understand the relevance of your content to their needs. This can lead to high bounce rates, as users quickly navigate away in search of more relevant and engaging content.

Increased Bounce Rates

If your website doesn’t effectively communicate its offerings and differentiators through a clear and concise tagline, visitors may struggle to understand your value proposition. Confused or uninterested visitors are more likely to leave your site quickly, leading to higher bounce rates.

Reduced Conversion Rates

If visitors don’t perceive clear benefits (WIFM) and your offerings aren’t communicated effectively, conversion rates are likely to suffer. Users may not be motivated to take desired actions, such as making a purchase or filling out a contact form.

Limited Customer Retention

Without clear differentiation and unique selling points, customers may not develop a strong connection to your brand. This lack of connection can lead to lower customer loyalty and retention rates, as customers may switch to competitors offering a more compelling value proposition.

Lack of Distinction in the Market

If you fail to communicate what makes your brand or offerings unique, visitors may perceive your business as just another option in a sea of alternatives. This lack of distinction can result in lost opportunities to capture the attention and loyalty of your target audience.

By focusing on WIFM, Differentiators, and Clear Communication, you can craft website content that resonates with your audience and compels them to convert into satisfied customers. Distill your message into a compelling value proposition. Give visitors a reason to choose you over alternatives. Then motivate them to take action with well-placed and purposeful calls-to-action.

So you understand our value and why we’re different! Now take the next step by booking a private website consulting and coaching session and get all of your questions answered and more! Our experts are excited to learn more about you and provide tailored solutions that get results. Don’t wait – act now to transform your life!


This is the Toto way.

About the Author

Jennifer DeRosa

Are you looking to build your own website but don't know where to start? Meet Jennifer DeRosa, the author of "Building DIY Website for Dummies" and the founder of Toto Coaching. With over two decades of experience in website design and development, Jennifer has helped countless businesses establish their online presence using platforms like WordPress, Wix, Squarespace, GoDaddy, and Shopify. In her book, Jennifer shares her expertise on how to build a website from scratch, guiding you through the process. But that's not all – Jennifer also offers companion courses at Toto Coaching, where you can learn how to optimize your website for search engines (SEO), build a WordPress website, and develop strategies to convert leads and presell services. As the owner of Toto SEO, Jennifer also helps small businesses improve their online presence and SEO. She has a wealth of knowledge and experience in the industry, having owned a web development agency for over 23 years, spoken at numerous events, attended WordCamps and WooCamps across the country, and even ran local WordPress Meetups. She is a frequent speaker for WordPress Meetups, SCORE, and others. Jennifer's thirst for knowledge recently led her to complete a course on No Code Artificial Intelligence and Machine Learning at the prestigious MIT University. Her career also includes consulting roles with industry giants such as Mercedes Benz Credit Corporation, US Surgical, GTE, GE Capital, Unilever, and Calvin Klein.

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