8 Ways to Help Create Content on Service and Product Pages for Better Conversions
Most businesses are aware of the benefits of a blog and having great content on your blog, social channels, and homepage. However, many keep the content on their product pages bland and don’t worry about how to optimize this content. Unfortunately, this is leaving a lot of opportunity on the table. Once you have your content-rich pages ready to go, move to your product pages and see what you can do.
Top 8 Ways to Optimize the Content On Your Product Pages
The ultimate goal of product and service pages is to convert visits to purchases. You have a person on your site, now how do you flip them to customers? Your content is there not only to describe and promote your product, but also to turn that into dollars, so make your content work for you. Strategically writing, placing and promoting content will drive people to your website. Consider some tips to making it happen below.
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Keep a Conversational, Unique Tone
Using your colorful and unique descriptions not only makes the experience for your user unique and memorable, it works for you in the form of SEO. Having content that is conversational will help organically push your content to the top. Without it, it’s going to be harder to wade through the other products and services using similar verbiage.
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Pay Attention to Page Layout for Your Content
The layout of your product or service page is important. Make sure your unique, descriptive content and images are next to the checkout button. Have this button and the content as high up on the page as possible, and make it easy for the customer to add a product to the cart and check out or keep shopping.
In so many words: The simpler the better. The more cluttered the page, the harder it is for a user to navigate to content they’re searching for. A cluttered page or confusing layout will lose a website visitor pretty quickly.
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Use Images and Videos
Unique images and videos are just as important as unique descriptors. Use your own interesting photos and create “how to” videos for your products. Zappos is a great example of this, which is shonw below. As you can see, the company created product videos using its own staff, and according to the Wall Street Journal article, because of this they saw a 10 percent increase in conversion. In other words, the same benefits you see with video on your blog can transfer over into your product pages.
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Provide FAQs
Providing a Frequently Asked Questions page can help for many reasons. Providing this will give your website visitors the chance to get their questions answered without having to submit a question that is then sent to an inbox overflowing with similar questions. And who knows how often that inbox is checked? Do I even need to talk about the annoyance your customer (probably now former customer) will feel if they have to actually interact with a human being? FAQs will not only be helpful for your customers, but it’ll save your employees time – instead of answering annoyed customers’ questions, they’ll be working (presumably)!
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Discover your Brand
Having a strong brand for your company – who you are, what you stand for, what you offer and whatyou believe – makes you memorable, and shows your company is into more than just selling a product or service. Check out how IKEA brands their content to show they are more than just a furniture company:
IKEA shows they are more than just interested in selling you a new bed; it shows they care about the well being of their employees. Feels good, doesn’t it?
Branding your content creates a consistent message. Take jingles for example, they always stick in your head (remember the Oscar Meyer Wiener song?). Now you don’t necessarily have to create a jingle, but using consistent imagery, phrases or slogans will make your brand more memorable. Walgreens’ slogan “At the corner of happy and healthy,” is warm, comforting and acknowledges their mission without saying “come to Walgreens for all your pharmacy needs.” It sticks. Their brand goes further – into the stores. They rebranded every store and trained employees to end transactions with employees with “Be well” also sticks.
Note: A great place to start with this initiative is actually hiring a social media marketing company. Start there and once you have a good foundation and campaign in order you can move to your product pages.
Putting this type of content on a product page is a great way to make sure that you stand out and you don’t just look like the typical product-price-photo webpage that others companies use. Taco Bell’s “Live Más” encourages diners to live each day to the fullest – and fill up on TB. It links to the company’s corporate social responsibility as well, which brings me to my next point.
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Keep In Mind Corporate Social Responsibility
Customers want the companies they support to be socially responsible and give back to their communities – especially the communities where they live and work. Corporate Social Responsibility is not only beneficial for your communities it reinforces your brand. A company’s reputation is just as important as the quality of its products and services. Your good reputation in social responsibility will increase the notion of your positive brand. Great CSR also helps attract and retain employees – they care just as much about their employer being socially responsible as customers do. Taco Bell again shows how you can brand yourself and show your Corporate Social Responsibility:
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The Simple Things
As far as the layout and content of your page goes, make sure you provide the product name, price, purchase button and suggested products. These pages can get cluttered and you don’t want the important information getting lost in the mix. Ensure your descriptions, product names, images, and videos are tagged appropriately for SEO (which means using keywords, which you can learn more about here if you need a reminder).
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Customer Reviews
Having a positive report with customers speaks volumes. Customers providing positive experiences under a customer review section strengthens that report. If other people similar to me like this product, I will too. Reviews also offer the opportunity for your company to work to repair negative relations based on bad reviews. Reaching out to your customers and offering an apology, explanation or even refund for a disappointing experience will get them to come back to your company. Amazon is the King at using product reviews, but individual items can as well, as shown below on a page for Sony:
Taking the time to create product and service pages for your customers is the best way to give your customers a positive experience – turning them into repeat customers. Designing with your audience in mind is the quickest way to appease your customers and move your brand to the next level.
About The Author
Jason Hawkins / http://www.themiamiseocompany.com
Jason Hawkins is the CEO & Co-Founder of The Miami SEO Company. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.
