How to Write a Website ProjectProduct pages don’t fit neatly into any writing formula. The job might be done in a single page, or could require scores of pages.

  • But in terms of content, what makes a product page memorable?
  • What makes it persuasive enough to convert prospects or even window shoppers into buyers?

These are the key questions. Product pages are where the rubber meets the road on a website. You can have the most charming About Us page on earth, the most astounding Home page in the universe, but if you can’t sell your products, so what?

Writing Tips for Website Product Pages

  • Speaking of so what, one key principle for product pages is to always focus on benefits. What’s in it for the customer? Unless you connect them with benefits, features are boring to most readers.
  • If you are a manufacturer, you must convey why your product is the best value. If you are a distributor, the job is harder – you must convey why your product is the best value and why you are the best place to purchase it.
  • Provide detailed specifications on subpages, rather than create a 2000 word product page that attempts to cover every base. All that text will intimidate and/or bore readers. The ones who are interested will click on to subpages for details.
  • Use images with persuasive or instructive captions. Don’t forget the captions. Product images are the perfect opportunity to draw attention to key benefits or features, but without the caption, the reader will not know how to interpret the image.
  • Break up text with bullets, numbered lists, and subheads. Bite size chunks of copy are more pleasantly digested.
  • Keep your product pages fresh by rotating new content in. Thumbnail sketches of applications and mini case studies are effective ways to do it. Fresh content encourages visitors to return, and it raises the page’s ranking on the search engines.
  • Select keyword phrases with care before writing anything. Product information is usually what potential customers will be searching for, so product pages are leading entry points to your website. (Upcoming chapters will deal more with keyword phrases and search engine optimization.)

What Say You, Contributors?
What other factors go into writing persuasive product pages? Do you have examples of especially good (or bad) product pages?


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