When set up properly, your business website can help with generating leads and closing more sales. This includes having a well-organized homepage, user-friendly navigation, and quality content on each of your website’s individual pages. Quality content is particularly important for your products/services page. This post will help you to create a products/services page that works to your business’s benefit.
What to Name Your Product Page
Many businesses simply use “Products”, “Services”, or “Products/Services” to name this page. Some offer both products and services and therefore separate those out into two pages. While these are commonly used and easy-to-identify terms, there are still many others that might work for your business. Other ideas for product page names include:
- What We Offer
- Packages and Pricing
- What We Do
- Naming Your Products/Services
Having creative names for your products and services can be a way to reflect your business’s personality and style. Catchy names can help your business to stand out and even turn casual browsers into interested buyers. On the other hand, your product page is no place to sacrifice clarity for creativity.
The first priority of your product page is for visitors get a clear idea of what you offer, with minimal effort. Your website may be a place for them to learn more, but you have to get them to want to learn more first. If visitors have to take time to figure out what kinds of products or services you provide, they aren’t likely to take more steps after that.
Common Names are Okay
It is okay to use common names for your products and services, because the more quickly a visitor can gather information about your business, the better. Keep in mind too that there are plenty of other opportunities on your website to express your brand and show your personality.
Whichever route you take—whether it’s the creative route, the clear one, or a happy medium—will depend on what you offer, your level of brand awareness, and the type of audience you serve.
Writing Your Product/Service Descriptions
Your descriptions are a major part of your product/service page. What they say, the way they are written, and how they are organized in relation to one another can have a major impact on your visitors’ and buyers’ decisions.
With so much importance placed on product and service descriptions, it is not uncommon to feel a little paralysis in this area. The descriptions of your products should be brief and concise, yet at the same time provide enough information to convey their value. So how do you compress everything into that short blurb?
Make it Digestible
The answer is, you don’t! Your descriptions need to be easily digestible tidbits. Your product page should give visitors a general overview of all that you offer. It should convey the bigger picture so that with a more holistic view of your business, visitors can then choose which specific products they want to pursue.
If you have a lot of information to provide or many products to describe, you can always create separate pages that go into more depth, and include links to those pages in your more brief product page descriptions.
Product/Service Description Priorities
To keep your descriptions short, stick to these key points:
- The most important benefits of the product.
- The features that enable these benefits.
- The immediate questions people have about that product.
- Any unique or distinguishing characteristics.
- This is the type of content that will encourage interested browsers to click on the link for more information, or even pick up the phone and contact you.
In your product-specific pages, you can expand upon the points you make in the overall products/services page, and include additional details. Focus on conveying what the product is, how it will benefit your customer, and why they should choose your product/service.
Organizing your Product Page
Organize your products and services in a manner that makes sense. For example:
- A landscaper might separate their services into the niches they serve, such as homes, commercial properties, and campuses
- A hair salon might separate by type of service, such as cuts, updos, highlights, and colorings.
- A preschool might title the page “I’m looking to find care for my…”, and then separate out each age group below (toddler, preschooler, three-year-old, four-year-old, etc.)
Final Product Page Tips
Here are some additional tips for producing quality content on your products/services page.
Ideally, you should have an image accompany each item on your product page. Even if you have a separate page with a photo gallery or a collection through your business’s Instagram account, your product page should still provide immediate access to visual examples. Not having these examples creates a barrier in a visitor’s journey to converting.
Another reason to use visuals is that you can optimize them for search engines. Showing up first on a Google image search is a great way to get more online users to learn about your business.
Use Simple Terminology
People don’t go to your product page to see how well you write or how much you know. They go there to see if you have what they’re looking for and if your business can meet their needs. If they have to tread through fancy words and industry jargon, they’re likely to disengage or even exit the page.
Write your descriptions in a language that your target audience will understand and identify with. Use the common questions you get from customers and the language they use when asking them as your inspiration.
Optimize for Search
Using language that your target audience uses will not just help them to stay on your product page. It will also help them to find it in the first place. Keep in mind that search engines index every page of a website separately. Your product page can very well rank for relevant searches if you use keywords specific to your location and service, and words that your niche audience will use to search for your services.Be sure to include keywords in your titles, headings, subheadings, and also in the captions and alt text for your images.
Supplement with Additional Pages
To further encourage and inform interested visitors, create a testimonial/success story/case study page. This way, you can include in the description of each product or service a link to a success story associated with that specific item. You can also include a link to the page of the specific product for each story.
What you get out of your products/services page depends on the time, thought, and effort you put into it. Use these tips to produce a quality page that helps your business to grow.