Your website's product or services (P/S) page has an important job — to drive revenue. In this post I offer some tips on writing a product or services web page. If you find this useful please share. I welcome your comments.
In an earlier post I explained that one function of your Home page is to navigate; to point a visitor towards their destination. Well, think of your P/S page as the destination.
Let me explain ...
By landing on your P/S page, a visitor has shown a certain degree of interest. They didn't arrive by accident; they chose to be there. The visitor might have arrived via your Home page or, perhaps, through an Internet search. Regardless, they are likely to be interested in what the page is about.
So don't blow it.
Time to seal the deal
So, the purpose of your P/S page is to seal the deal — to get a commitment, whether that be to convince the visitor to buy, to contact you or to sign up to your newsletter.
This, of course, is easier said than done.
Anatomy of a Products or Services page
To have the best chance of sealing the deal, there are several elements your P/S page should include. In this post, I focus on appealing to the visitor once they have arrived on your page. Getting them there in the first place is a topic for another blog. For information on SEO web writing, click Word Works.
Attract attention with a good title
Most writers put considerable thought into their titles. Why? Well, if your title doesn't attract interest, there is little chance anyone will read the page. So, your title should include a key benefit you offer or problem you can solve — An easy way to learn MYOB, for example.
You must also consider people searching on the Internet. So, ideally, your title should include a keyword that people use when searching on the Internet for your kind of business. In the example above, learn MYOB was the keyword (note: keyword relates to single words as well as phrases).&url=https://www.word-works.co.nz/wp/the-purpose-of-a-product-or-services-web-page/" data-link="https://twitter.com/share?text=The+purpose+of+a+product+%26amp%3B+services+page+%23webwriting&via=">&url=https://www.word-works.co.nz/wp/the-purpose-of-a-product-or-services-web-page/" rel="nofollow noreferrer noopener" target="_blank">Enjoying this post? Please shareClick To Tweet
Most of us prefer dealing with people like ourselves — people who understand us. So, show empathy; show that you understand your clients' issues. To be clear about what your clients' issues are, you must clarify who they are — who are your ideal clients?
Create a profile of your ideal client; even give them a name if it helps. This is one way to be clear about who you want to appeal to. Ask questions like, What is their level of education? How do they talk? What are they interested in? What problems do they face? All these questions should shape your copy.
Your P/S page must provide everything your client needs to make a decision. However, don't dwell on features at the expense of benefits.
- I write website content (feature)
- I write website content that converts web visitors into clients (benefit).
Which statement is most appealing?
There is nothing wrong with long copy
As already mentioned, your P/S page must provide all the information a visitor needs to make a decision. This can often result in a high word count. That's fine. As long as your copy is scannable with short sentences, bold headings, bullet points and clear language, you won't scare them off (here's a post about long copy). It's also okay to repeat important information already mentioned elsewhere in your website (don't copy and paste, though. Say the same thing with different words). You see, your website is a bit like a magazine — people will flick to pages of interest.
Proof is important to back up your claims — testimonials are good for this. Rather than keeping just on a 'Testimonial' page, I recommend including one or two relevant testimonials on your product page. Actually, I'm a firm believer in including testimonials on most of the page on your website — why not? So your testimonials are seen to be credible, make sure they include the person's full name.
Clear call to action
After you have done your best to convince visitors to do business, don't make it difficult for them to commit. Make sure you have a clear call to action that includes a benefit — Call me today to learn how to use MYOB the easy way, for example.
What do you think? If you find this useful please share. I also welcome your comments.