But each issue stacked on top of the other presents a much bigger, more painful problem. By pointing out the customer's problems, and all the associated implications of the problem, you help your prospects see the big picture. Help them see the entire problem, and feel all the pain associated with not buying from you. The difference is significant, and remember, it's the Benefits that people buy. Features are the properties or characteristics of the product - What it is.
Benefits are - What it does.
If your site is getting a lot of lookers but few takers, you may want to insure that more of your copy is dedicated to how the features of your products benefit your customers and solve their problems. Put yourself in your customer's shoes. The easiest way to answer an objection is before it is made. Address all the most common issues up front, before they become a reason not to buy. Within a very short time you can compile a list of questions and objections that you regularly address.