2/27/2009
Product Pages – How to Write a Website, Chapter 3
Product pages don’t fit neatly into any writing formula. The job might be done in a single page, or could require scores of pages.
- But in terms of content, what makes a product page memorable?
- What makes it persuasive enough to convert prospects or even window shoppers into buyers?
These are the key questions. Product pages are where the rubber meets the road on a website. You can have the most charming About Us page on earth, the most astounding Home page in the universe, but if you can’t sell your products, so what?
Writing Tips for Website Product Pages
- Speaking of so what, one key principle for product pages is to always focus on benefits. What’s in it for the customer? Unless you connect them with benefits, features are boring to most readers.
- If you are a manufacturer, you must convey why your product is the best value. If you are a distributor, the job is harder – you must convey why your product is the best value and why you are the best place to purchase it.
- Provide detailed specifications on subpages, rather than create a 2000 word product page that attempts to cover every base. All that text will intimidate and/or bore readers. The ones who are interested will click on to subpages for details.
- Use images with persuasive or instructive captions. Don’t forget the captions. Product images are the perfect opportunity to draw attention to key benefits or features, but without the caption, the reader will not know how to interpret the image.
- Break up text with bullets, numbered lists, and subheads. Bite size chunks of copy are more pleasantly digested.
- Keep your product pages fresh by rotating new content in. Thumbnail sketches of applications and mini case studies are effective ways to do it. Fresh content encourages visitors to return, and it raises the page’s ranking on the search engines.
- Select keyword phrases with care before writing anything. Product information is usually what potential customers will be searching for, so product pages are leading entry points to your website. (Upcoming chapters will deal more with keyword phrases and search engine optimization.)
What Say You, Contributors?
What other factors go into writing persuasive product pages? Do you have examples of especially good (or bad) product pages?
11 Responses to Product Pages – How to Write a Website, Chapter 3
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Brad, product pages can be really tough. You have to balance images, and information in reader friendly language. I agree with your thoughts on bite sized chunks. When dealing with complex or technical products/services I always advise clients to keep it simple but give the “detailed, analytical” buyer the opportunity to learn more. Downloadable pdfs are a great way to give information hungry buyers more without overwhelming others.
Hi Karen, PDF’s are a great idea, especially if you build a PDF library. Folks should always label PDF links as such – don’t you think? For some reason, I don’t like opening a PDF when I’m expecting an HTML page … one downside of PDFs is that you give up opportunities to add keyword optimized content to your site.
Brad Shorrs last blog post..Product Pages – How to Write a Website, Chapter 3
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Brad,
regarding pdfs: yes, I think those links should be labeled as pdfs, and the size of the file should be given also, so that people know what it will take them to download the file. Maybe it is possible to give a short abstract (with the necessary keywords) and then something like “detailed product information” = download pdf.
Ulla Hennigs last blog post..Another Pastel Landscape
I HATE writing product pages. Hate hate hate HATE it.
Did I mention hate?
That being said, I’ve found bullet points and 7 day followups to be the most effective in maximizing sales.
Data points, Barbara
Barbara Ling, Virtual Coachs last blog post..Painfully simple affiliate marketing tip from a Ninja Rubber Ducky
Hi Brad – Well, I always struggle with product pages. I do try to use a few magic words like “you”, “attraction”, “secret” etc. But I always forget what they are and have to refer to my list.
I did read that Agatha Christie deliberately used those magic words in her novels but I’m not sure whether it’s true.
Cath Lawsons last blog post..Life Problems – Is It All Your Own Fault?
Barbara, I’m getting the feeling you don’t like writing product pages.
They are hard to put into a neat formula. PS – How do you make a web page follow up?
Cath, Your comment makes me wonder if b2b and b2c have different magic words. Some, like FREE, are universal. But certain types of b2c verbiage are off putting in business. What do you think?
Brad Shorrs last blog post..Product Pages – How to Write a Website, Chapter 3
I think detail and bullet points are the best piece of advice for product pages. When it comes to retail and clothing- always place the clothing on a model / a dummy. It’s proven that clothes look better on somebody then laying flat on a table.
Erica DeWolfs last blog post..Twitter Overload- 10 Reasons Why I Love and 1 Why I Hate Twitter
Erica, Bullet points are a great way of breaking up text, numbered or otherwise. You can’t stress it enough.
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