8 Tips to Build Product and Service Pages That Deliver Results
A website is one of the most effective ways to drive business in the modern world. For many companies, their website is their only storefront. Whether you simply use a site to build brand and product awareness, or if you’re fully committed to the e-commerce model, knowing how to create a compelling product and service pages will be vital to getting the results you desire.
1: Define Your Audience and Develop Your Content Around Them
You need to know your audience to create effective product pages. Just as you will know your products and services inside and out, you will also need to understand the needs, desires, and motivations of your target market.
Use this as a basis when developing any of your content. Use language that is relevant to your audience, and avoid using excessive technical jargon in the main description. Write using communicative language that is also persuasive, but avoid making your description sound like an infomercial. Your biggest selling tactic will be to inform and compel with solid information and an efficient page layout.
2: Create a Unique Page for Each Product or Service
While you could technically have all of your products on a single page, this would be bad for navigation and would make for a poor user experience. While internet users don’t mind scrolling through information on a page when they need to, it becomes much harder when they have to scroll through numerous long form descriptions of different products.
For your main descriptions, use a single page for each product or service. This will allow you to maximize your keyword optimization strategy, and it will give you more freedom to include as much content as you need.
Keep the most important information at the top of the page, so that your audience can quickly gain all of the key information about a product or service. Bullet points are an effective way to provide all of the key details before you get into a full product or service description.
3: Have a Main Landing Page if You Offer Multiple Products and Services
If you have more than five unique products and services, then make sure you have a main product landing page that your customers can use to navigate to each individual section.
This is best from a user perspective because it offers a way to get a quick overview of all of your products, and even compare some of them at a glance. Avoid using a single drop-down menu if you have an extensive product range. Instead, use drop downs that are organized into categories. It’s much easier to navigate from category pages than it is from a small menu, particularly on a mobile device.
Be sure to use unique content on your landing and overview pages. A unique introduction should be less than 100 words and should contain all of the key information that compels a page viewer to take a closer look.
4: Link Between Your Pages to Increase Exposure and Improve User Experience
When creating unique product description pages, make sure you include links in the text to point to your other offerings. This is a simple way to not only draw more attention to your other products and services, but it can also help with search ranking as your site is being indexed by Google.
5: Include Testimonials When You Can
Customer testimonials are an effective way to increase sales. They generate confidence in your products and add credibility to your business. Look for online testimonials and reviews and incorporate these into your page content. You can also ask your existing customers if they would like to contribute a short testimonial, and you could even offer a small incentive (in the form of a discount or special offer) for doing so.
6: Provide Additional Content That Adds Value to a Product or Service
Make your product descriptions more attractive by adding additional content that adds value. Instead of just listing the specifications and details of a product or service, you could also include case studies or scenarios where the offering provides benefit.
If there are existing professional reviews of your products or services, then you can link to these in your content. You can also provide a boost to your pages by writing blog content that links to a product or service, and you can likewise link to that blog from the product description.
7: Use High-Quality Images or Video Content to Sell Your Products and Services
When shopping or researching online, consumers want to see product examples or images of a service in action. Make sure you use effective imagery to break up your content and create visual impact. High-quality product shots are essential. Paying for professional product shots is recommended, even for small businesses. While this might represent a small initial investment, you will be able to continue using the images for as long as the product is offered.
If you’re on a tight budget, look for an amateur photographer or a photography student that is willing to take a commission for the work. Product shots taken in good lighting with a DSLR camera can make a huge difference when compared to amateur shots taken from your cellular phone or handheld camera.
8: Use Calls to Action on Every Product Page
Never leave a product page without a call to action. Keep it simple and compelling, and give page viewers a reason to do business with you. A call to action is a subtle way that you can influence your audience and improve your sales numbers.
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