Detailed information about your company’s products and/or services is valuable content for your website. Your most important products or services should have their own featured web pages, and your navigation should be clear and easy to enable visitors to find the information they need about your specific offerings.
Why Have Product and Service Feature Pages?
Ultimately, a product or service page serves two primary purposes. One is providing information to someone who is interested in specific product or service offered by your company. Today’s consumers like to research online before they commit to buying, so you want to have that information readily available on your site.
The second purpose for a detailed product or service page is Search Engine Optimization (SEO). Having a lot of details and keywords worked into the page content will be good for organic website traffic. Whether someone is searching without a brand in mind or they are looking for info about your products/services specifically, you stand a better chance of grabbing their attention and converting them into a paying customer if your page content is good.
So, what will an effective product or service page contain? There are several strategies you will want to incorporate:
1. Product/Service Details
This should go without saying, but you want to have plenty of details in there to properly represent what you are trying to sell, and of course, to help with SEO appeal. When it comes to tech specs for certain types of products, though, don’t bog down the page content with too much confusing technical language. Consider a sidebar chart/graphic or a bullet point list at the bottom of the page.
2. Brand Messaging
Always use every opportunity to incorporate your brand message. A site visitor may be there to find out information on a specific product or service, but you still want to sell them on your company as a whole. If they believe in your brand, then they are more likely to purchase your products/services.
3. Keywords
You should emphasize certain keywords and key phrases that are most likely to be searched in relation to the product or service being featured. At the same time, your content should flow and you don’t want to overload it with keywords to a point where it is confusing or awkward. There is a strategic method for naturally working in keywords and key phrases. You can also consider a bullet point list at the end of the page listing out product features or service options. This is a great way to use a lot of keywords and phrases without hindering the flow of the main content. Of course, use your page tags, titles and keywords on the back end of each page for optimal results.
4. Call to Action
Every page should have a clear and compelling call to action. Someone has visited your web page and read all about your great product or service. Now what? Give them a next step to take and tell them how they can purchase the product/service (a link to a purchase page) or who they can contact to get additional information. You can include multiple calls to action and links throughout the page so they always know how to proceed.
Page Length
Some product and service pages may be relatively concise and to the point as long as they convey all the key information and messages. Sometimes quality is better than quantity. Others may be much longer. It might depend on the complexity of the product or service being featured. The important thing is to have separate feature pages on your site for all the primary products and services you want to highlight. You will see a difference in your SEO and in your customer conversion if you do it right.
To learn more about custom product and service web content from NextGear Marketing, contact us today and we’ll help you get the most out of your web pages.
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