Product pages make sense to e-commerce companies. Consumers must land on specific pages to make a purchase. But if you run a marketing campaign for a hospital, lawyer, advertising agency, or veterinarian, the value seems to dim.
If you’re tempted to ditch product pages altogether and focus on the company’s values, customer service, or price, you’re not alone. But do your best to resist that temptation.
Customers need answers to who/what/where/when questions about your company and your product before they can buy.
You simply can’t cover all this ground in a blog post.
When you sit down to write, you draw a blank. Don’t let it stop you. The right content is at your fingertips. You just need to move it from your mind to the page.
Every product page should include these five elements:
Let’s put this theory to the test with a few scenarios.
Imagine a full-service marketing company that has an entire department devoted to social media. That product page might hold this content.
“Editorial calendar development, content creation, post management, and comment moderation are crucial parts of any social media strategy.
You know the work is vital, but you don’t have time. Let our skilled team do the work for you.
We’ve helped mid-size clients double their audience in just six weeks. Get started at an introductory price of $100 per month.
And yes! We do all our work remotely, so you don’t need to carve out office space for us.”
Now, imagine a small business focused on animal care. The organization offers a robust dog-walking service. That product page might hold this content.
“Dogs thrive when they walk at least two times per day, come rain or shine. If your busy schedule keeps Fido at home alone, let us help.
We come to your dog on a schedule you set for regular, safe walks.
Here’s what our client Margie says: ‘Rover absolutely adores Marie. Every time she comes to get him, he leaps with joy. I just can’t imagine keeping him so happy without her help.’
Buy 10 walks for your dog for just $50. Get a refund for any walks you don’t use in a year.”
You have just a few seconds to capture attention and make the sale. Don’t waste time with a busy or overly complicated landing page.
Work with a designer and craft product pages that are:
Don’t be afraid to experiment with the layout. If you find you’re not getting the results you want, play with the size, structure, and format of the elements.
Is creating the perfect product page a challenge? You bet. But once you make the first sale, you’ll discover your hard work is worth it. Good luck!