Product pages make sense to e-commerce companies. Consumers must land on specific pages to make a purchase. But if you run a marketing campaign for a hospital, lawyer, advertising agency, or veterinarian, the value seems to dim.
If you’re tempted to ditch product pages altogether and focus on the company’s values, customer service, or price, you’re not alone. But do your best to resist that temptation.
Why Product Pages Matter
Customers need answers to who/what/where/when questions about your company and your product before they can buy.
Well-executed product pages also:
- Drive sales. Your strongest CTAs appear on product pages. The words “buy now” or “sign up” may not show up anywhere else on your site.
- Reduce call-center volume. Answer key questions here and your staff fields fewer calls from curious customers.
- Explain proper use. Embedded videos tell consumers exactly what your product does (and what it does not).
You simply can’t cover all this ground in a blog post.
Five Must-Have Product Page Elements
When you sit down to write, you draw a blank. Don’t let it stop you. The right content is at your fingertips. You just need to move it from your mind to the page.
Every product page should include these five elements:
- Product details. What is it you’re offering to your audience? Describe the product completely, so people that land here know exactly what to expect after a purchase. Don’t use euphemisms or clever language. Be clear.
- Value proposition. Why does someone need this product to make life better? Place yourself in your buyer’s shoes, and describe the benefits as clearly as you can.
- Social proof. What benefits have others experienced after purchasing this product? Reach out to happy customers, and ask them to help you with this section. Or, if you can’t find someone willing to talk on record, pull statistics instead.
- Pricing. How much will someone pay to make this product their own? If you offer introductory pricing, explain that here.
- Questions. Is your call center awash with the same question about your product? Answer it here.
Product Page Examples
Let’s put this theory to the test with a few scenarios.
Imagine a full-service marketing company that has an entire department devoted to social media. That product page might hold this content.
“Editorial calendar development, content creation, post management, and comment moderation are crucial parts of any social media strategy.
You know the work is vital, but you don’t have time. Let our skilled team do the work for you.
We’ve helped mid-size clients double their audience in just six weeks. Get started at an introductory price of $100 per month.
And yes! We do all our work remotely, so you don’t need to carve out office space for us.”
Now, imagine a small business focused on animal care. The organization offers a robust dog-walking service. That product page might hold this content.
“Dogs thrive when they walk at least two times per day, come rain or shine. If your busy schedule keeps Fido at home alone, let us help.
We come to your dog on a schedule you set for regular, safe walks.
Here’s what our client Margie says: ‘Rover absolutely adores Marie. Every time she comes to get him, he leaps with joy. I just can’t imagine keeping him so happy without her help.’
Buy 10 walks for your dog for just $50. Get a refund for any walks you don’t use in a year.”
Product Page Design
You have just a few seconds to capture attention and make the sale. Don’t waste time with a busy or overly complicated landing page.
Work with a designer and craft product pages that are:
- Organized. Put your most important information (including the product description) first.
- Spacious. Make room between your sentences. Don’t expect people to read dense blocks of text.
- Detailed. Use bright, colorful pictures to illustrate your key points. If your product can be photographed, snap it from all angles.
- Compelling. Make the “buy” or “find out more” buttons big, bright, and tappable.
Don’t be afraid to experiment with the layout. If you find you’re not getting the results you want, play with the size, structure, and format of the elements.
Is creating the perfect product page a challenge? You bet. But once you make the first sale, you’ll discover your hard work is worth it. Good luck!
This article was written for Business 2 Community by Jean Dion.
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