In my last post we looked at the Home Page and About Us page.
Now it’s the turn of the Products/Service page and FAQs.
Products and services
1. A company selling products
Quite often when you look at a website, the product pages are full of images showing you what you can buy with very little copy.
That’s a real shame as it’s the copy that sells the benefits to your reader and gives you the opportunity to get your keywords into your page. That doesn’t mean there has to be a massive amount of text here, just enough to tell the reader why they should buy your product.
But make sure it is the benefits you are telling your reader about and not the features.
2. A service based company
If you provide a service rather than a product then much of what I have said still stands.
Your copy must tell your reader what you will do for them and why they will benefit from your service. If your service is a commodity (e.g. legal services) your copy will be fairly general (but benefits heavy) and will direct the reader to contact you for more information so you can sell in a personal way tailored to their needs.
But if your service isn’t a commodity (e.g. window cleaning), your copywriting will be more detailed to show your reader exactly what your service offers.
It is also important to get your keywords into your text. Plus regardless of whether you are offering a product or service, you’ll still need a strong call to action on your page.
This is a brilliant page as it will save you money. By providing a comprehensive list of FAQs you’ll negate the need for a phone customer help line (although it’s still a good idea to have a customer number for those that want to speak to someone).
To make your page user friendly, keep your answers short and simple. Your reader is likely to scan this page so either list the questions and answers clearly (with the questions in bold) or, if you have a large number of FAQs, list the questions at top of the page and link them to the relevant answer.
Although these four pages – Home, About Us, Products/Services, FAQs – are frequently seen, you may well have a need for other pages. But however many pages you have, there is one more that is vital; the one all your calls to action will link to.
Your Contact Us page should be clear and provide several options – phone (land line and mobile), fax, address, email. You may also use a data capture form. By providing a range of contact methods like this you will come across as an open and transparent company. Hide your phone number or address and your reader will wonder why.