How a web copywriter writes a product or service page

A products and services page should be designed to get a commitment.

If you were to ask how to write a web page, I’d say it depends. You see, every web page has a different purpose.

As a web copywriter, it’s my job to anticipate what a visitor needs when they arrive on a particular web page. For example, a visitor to your Home page may be interested in your products or services; they might also want to learn a bit about you before doing business, or maybe they want contact information. For this reason, a Home page is very much about navigation and should explain, in a nutshell, what your business is all about.

In this post I explain how a web writer writes a page for products or services. If you find it useful please share. I also welcome your comments at the end.

The purpose of a products or services page

When a visitor lands on your products or services (P/S) page, they are more qualified than, say, if they landed on your Home page — there’s a good chance they want to do business. The visitor could have arrived there by following a link from your Home page, or they might have landed on the P/S page first through an Internet search.

So, because a P/S page visitor is quite likely to be interested in what you offer, in most cases, I recommend it be written in a direct-response style. In other words, designed to get a commitment.

Here are the steps I take when writing a web page for products or services:

1: Think about SEO

By definition, a web copywriter writes online, so key words and phrases are important. Key words are what your clients use when searching online for what you offer. They should be included in your title tag (the title people see in Internet searches), your main heading and sparingly throughout your copy. For more information on key words, read my previous post How an SEO copywriter writes content for Google.

2: The heading

Many web copywriters believe that 80% of the time spent on persuasive copy should be on the main heading. I wouldn’t go quite that far, but I certainly put plenty of time into it. Why is the heading so important? Well, if it doesn’t grab your reader’s interest, they probably won’t read the rest of your copy. And that’s the purpose of your heading — to compel the reader to keep reading.

The purpose of your heading is to compel the reader to keep reading

Your heading should encapsulate a key benefit you offer. It’s a known fact that pain is a stronger motivator than pleasure, so if you can solve a problem, try to communicate this in the heading.

You should also speak directly to your target audience. You do this by writing in the first person. Here are some examples:

  • “How would you feel if we could increase your profit by 50 per cent?” (in the first person)
  • “Acme solutions can increase a business’ profit by 50 per cent.” (in the third person and less personal)


Do you see the difference?

More on SEO:

The main heading is the second most important place to include a key word after the title tag. So, it’s a balancing act between creating a heading that is compelling and one which also attracts Internet traffic. If this is too difficult, one solution is to have a heading as well as a sub heading: The main heading can include your key word and the sub heading can be more persuasive.

3: The copy

Before writing anything, you must first understand your target audience. What are their problems? What are their desires? What is their demographic and how do they speak and act? All these things should be reflected in your copy.

I begin by addressing what I believe is at the forefront of the visitor’s mind. As already mentioned, pain is powerful, so I tend to highlight a problem they may have.

At the beginning of the copy you need to create a buying environment appropriate to what you are selling. This is where using the appropriate language is important. You are also demonstrating to the reader that you understand their issues.

Once you have highlighted a problem and the consequences, you can then offer a solution. This is where you describe the tangible benefits you offer, not just features and technical details.

Social proof is also valuable. I am a great believer of including at least one client testimonial on every web page.

4: Get a commitment

Whatever you do, you must have a strong call to action. What do you want the visitor to do? Call you? Make a purchase? Download a whitepaper? Whatever it is, tell them.

And a compelling offer is a good idea. Why not make it as tempting as possible to do business? If your objective is to get an appointment, you could include an offer like,  “Make an appointment with us today and receive a free business audit report.” This offer can be included mid-way through your copy, but should be part of your final call to action.

So, if I was a business coach wishing to make appointments with businesses who are struggling to make ends meet, my call to action could be something like: “To increase your turnover by 25%,  make an appointment today to receive your free business audit.”

What do you think? How do you write a webpage for products or services? 

Related posts:

Five key elements in an About page

How a web copywriter creates a Home page

Ten ingredients web copywriter use for great landing pages

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