Having a website for your business is a good investment. While a physical location may restrict your business, a virtual presence can widen your audience and extend your reach. For e-commerce, that can mean opening up your products to a national and international audience.
For more localized businesses, like those selling a service, a virtual presence still increases your reach. Your virtual presence can help garner interest outside of word of mouth or your regular neighborhoods. People may also be more apt to give your business a chance since they can find information about your business online.
Your product or service pages give visitors a solid understanding of what your business has to offer. You need to nail this page if you want to attract buyers or clients.
We analyzed popular product and service pages and gathered a list of things you can do to maximize your page’s efficiency.
Product and Service Page Goals
Your product/service page exists to introduce your visitors to what you offer. However, you want to accomplish more on this page than just an introduction. You want to entice visitors to your product or service. Convince them that they need your product or that you’re the best bet for the job.
Once they are convinced they need your product or service, you want to direct customers to the next step. Do they need to add the product to their cart to start the purchase process? Maybe they need to fill out a form to contact you? Or perhaps you’d prefer that they call your business number to set up an appointment? Make sure that the customer knows what to do once they’ve decided to take the next step.
What Goes On Your Product/Service Page
So now that you know what your page goals are, what elements should you include?
When you add a title to your product or service page, you can inform your visitor of precisely what they’re looking at. This element helps orient them on a new page, especially if you have multiple offerings.
The title can be as broad or specific as you need it to be. For example, if you have a page that lists all of your services, you might have a title like “Our Services.” On the other hand, if the page is devoted to a particular product, it might be a product title and a phrase that shows what the product does or what makes it appealing. For example, on our Managed WordPress hosting package product page, our title is, “Managed WordPress Hosting You’ll Love.”
Images and Visual Assets
Images and visual assets can be the difference between a dull and intriguing product/service page. Not only can they tell a story about your brand, but they’re also eye-catching and can help break up the monotony of text.
If done right, images and visual assets can help boost your visitor’s interest in your product or service. However, it’s crucial to think about what type of visual aids you add to your pages. You want the asset to add value to the page, not simply exist.
How does this work in practice? For example, suppose you owned a salon. In that case, you might include visuals that showcase how relaxing the salon environment is or display images that show appealing hair cuts your stylists have created.
If you’re still in the site planning phase, you may want to consider checking out Weebly, a drag-and-drop site editor. They have a great e-commerce platform that makes building product pages easy.
Product or Service Description
A product or service description is one of the core elements of your product/service page. This element is essential if you want to convince visitors to hire you or buy your product. Whether you’re describing your service or outlining your product’s benefits, the description shows the reader what they should expect if they take the next step with your business. When describing what they can expect, be sure to outline how it benefits them. The better the description, the more likely the visitor will take a chance on your business.
Tip: If you offer various services, keep each description brief. Consider linking out to different pages with more in-depth information. That way, you can keep the main service page easy to read.
Testimonials or reviews
Do your buyers or clients have good things to say about you? If so, you may want to include their testimonials or reviews on your services/product page!
While you know that your products or services are excellent, people don’t always trust the provider. However, seeing positive encouragement from people outside the company can help convince a visitor to take a chance on your business.
Tip: If you’re using WordPress, many plugins can help you achieve a great testimonial/review showcase!
Call-to-actions, or CTA, are designed to grab people’s attention and direct them to the next step. Including a CTA on your service/product page is a great way to guide your visitors in the correct direction. Do you want them to buy your product? Add an attention-grabbing “Add to Cart” button to your page. Want them to give you a call to set up a service appointment? Make sure your contact information (or a link to your contact page) is prominently displayed. You might even have a form built into your site, in which case you could add a button that says, “Schedule an appointment today.”
When you add a CTA to your site, it takes the guesswork out of where visitors are supposed to go. With this, you lessen the chance that visitors will bounce off the page in confusion.
If you’re creating a product or services page, here are some best practices that will help you get the most out of your page.
Make Your Description Persuasive
Your description is the perfect spot to slip in a compelling argument. Convince your readers that they need your product or service. If you struggle with persuasive writing, check out our blog guide here: How to Write Persuasive Website Text.
Keep it Brief
As much as you might want to cram the page with everything about your product or service, it can be overwhelming for readers. So it’s a good idea to keep your explanations and descriptions brief (but persuasive).
Organization is Key
Organization is vital if you want to clearly communicate to your visitors. As important as the earlier elements are, they won’t be effective if they are organized poorly. Just sitting down and thinking about organizing your page can put you leaps and bounds ahead of pages that didn’t take the time to do so.
Tip: You can implement graphs and tables to help organize information that might be hard to digest in paragraph text.
Write for your Audience
Keep your audience in mind when writing and organizing your page. How familiar is your audience with your service or product? If some of them aren’t, then write for those people. Don’t assume people understand your industry’s terms. While using these terms can make you seem like an industry expert, it can also alienate the reader to the point where they leave your site to go to one that they understand.
If you can’t get around using industry terms, you can offer some explanation or link out to somewhere that will explain the term in more detail. This helps keep your audience in the loop and interested.
Building the Rest of Your Website
Are you also building other website pages? If so, check out our other page building guides: