Website Content Worksheet

How to Write Your Product and Services Page

The product and services page on your website happen to be some of the most important as these pages help you gather leads and make sales. Not only do you want these pages to be professionally laid out but also quality content.

The guide below is by no means comprehensive. However, we cover almost everything you’ll need to draft content for both services and product pages. That said if there is something that you know works use that in addition to what we discuss below.

Let’s get right to it then!

Naming Your Products Page

Most businesses will just name their pages “products,” “services,” or both. That’s a mistake because they are losing out on a lot of branding possibilities by doing this. While these are commonly used to easily identify what these pages do, you might want to try a couple of others which in our experience is more effective.

Here are a couple of ideas for you to use:

  • What We Sell
  • What We Offer
  • Solutions
  • Name of Your [Products/Services]
  • Options
  • Pricing and Packages
  • What Can We Do for You?

When you creatively name the products and services pages, it is an excellent way to give them some personality. If anything catchy names will help your business stand out and in many cases, even turn casual visitors into prospects. However, you shouldn’t sacrifice the clarity of your page to be creative, trying doing both.

Crystal Clear About Everything on Offer

Your initial priority should be to ensure that your visitors are very clear about what you are selling. They should understand without much effort how your products or services can benefit them. If things can be explained with a video, make sure that the video is as short and to the point as it can be.

You don’t want visitors to your website to work on figuring out what you are offering because that may turn them off. Not to mention that not many people want to sit around, trying to find out what you sell. If they can’t see something they want, they can just go on over to the next business listed on Google.

It’s OK to Use Common Names

You don’t need to think out of the box for product or service names. The idea is to use names that are common so that visitors don’t have a problem figuring out what you sell or offer. Don’t use this as a branding opportunity and risk customers, not feeling that they can remember what you offer. After all, there are many other branding opportunities on your website, and you can bring out the business’s personality there.

The approach you take will mainly depend on what you are offering. Sometimes it pays to go all out creative to set your service apart from the competition. Other times going mainstream will work well, and for some industries, a hybrid approach is advised.

If you are not sure what approach to take, perhaps take a look at the leaders in your industry and see what they are doing. Replicating their success here could save you a lot of time and effort.

Drafting Service and Product Descriptions

How your products and services are described as matter. How it is described and what is mentioned in the description in relation to your business will have an impact on if people decide to buy or leave it for now.

When drafting descriptions, there are a couple of rules which you’ll want to follow:

  • Keep It Short: You always want the descriptions to be short and to ensure that you get to the point sooner than later. Make your descriptions brief tough make sure to convey their full value. One way to do this is by adding a shortlist of features.
  • It Should be Digestible: Make sure that your descriptions are easy to digest. Start with a general overview of everything that you offer. Then convey the bigger picture for each product. The visitors can then choose a product or service that they are interested in to read more about it. It is fine to have separate pages for each type of product where they are described in depth. Having a separate page is also considered good for SEO.
  • Answer Their Question: You should kick off the description of each product with the most prevailing question about it. Answer that question right off the bat and in most cases it is a sale for you. Then follow that up with many unique features and distinguishing characteristics of the product.
  • What Will They Get: Address what the product or service will do for the visitor. How is it different from the others you offer and if possible, compare it to the competition.  

Organize Your Product Page

Every industry is different, and so it is important to organize your product page or services in the best way that makes sense.

Here are a couple of examples:

  • Now for someone who is running a landscape service, it can be broken into sub-niches like home, campuses, commercial properties, etc.
  • Hair salon businesses may categorize their service pages into updos, cuts, colorings, highlights, etc.

What Every Product Page Should Have?

In addition to the above if you are selling a product instead of a service it is important that your product pages have everything we discuss below.

Visuals

Every item you sell should be accompanied by its visual representation. So, if you’re selling baby food, a picture of the formula, the bottle, etc. should be on the page. Even if you have an Instagram account or a dedicated page for the photos, you should still have a picture of each product on the products’ page. If you don’t have these it will make it hard to convert visitors.

Using visuals also makes it easy to optimize your pages for search engines. The images will show up on Google’s image search, and it is an excellent way to drive more traffic to your product pages.

Keep the Terminology Simple

Product pages are not about showing how eloquently you can write or your ability to write twelve letter words. They (visitors) want to learn about what you’re selling and see if it meets their needs. If they have to pick up a dictionary to figure out what you’re trying to say or have a good understanding of industry jargon, then you’ll lose them.  

Your descriptions should be easy to understand with simple words. Also, include common questions you often get from customers and answer those questions in your copy for the page.

Add Supplemental Pages

To engage with customers it is important that your website has a testimonial, success story, and a case study page. Doing this will mean that you can easily link from the product description page to the success story, white paper, customer story, and other stuff. Doing this helps to solidify your case and improve conversions.

Leave Them with Another Conversion Opportunity

When visitors have finished reading your product or service page, they need to decide what comes next. They make this decision very quickly. The decisions include: should they read another page, buy, leave, subscribe, contact you, or perhaps make an appointment.

Your conversion goal is the action you need them to take. So, think about what action this is going to be. It can be purchasing your super-plus-VIP package, or it can be leaving their name or email address.

If your services are competitively priced with a lot of features getting them to buy or subscribe is easier. If that’s the case outright ask them to make an appointment or buy the product. If your prospective customers require some nurturing, you might want to start with something smaller like free consultation, a blog subscription or sample content.

Your CTA or Call to Action needs to make it as easy as it can be to take the desired action. Once their contact information is in your database, with their permission, you can go ahead and follow up the right way. If anything building a relationship is a great way to get business. So, these types of lead generation techniques help you do just that.

Final Thought

The goal is to tailor your products and services pages to the persona of your ideal client or the target niche. The better you are able to aim for that market or that particular buyer or client, the better will be your conversion rates. That said drafting content for services or product page is an ongoing process. It takes time, experience and effort.

A clear, descriptive and honestly laid out page with all the prices, with testimonials and CTA, is a great way to start. Then you can try improving the content on your page based on the feedback you receive from visitors to your website. Alternatively, you could save a great deal of time and even money by hiring a professional writer to handle all of this for you. If anything it reduces the need for constant trial and error.

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