small business

What Should Your Website’s Product Pages Include?

product pages

A website’s product pages are a pivotal part in convincing a customer to buy what you’re selling.

Remember: Small business websites are an entire ecosystem. We’ve recently explained how to build a landing page that converts, how to improve your site’s readability, and how to create an FAQ page that answers all of your customers’ most burning questions.

But you have to get the nitty-gritty right, too. The meat and potatoes, if you will. And for most small business, that’s product pages.

The way you showcase your products on your website will determine whether a customer will hit the “Buy” button. Too much information and they’ll be overwhelmed. Too little and they’ll be left wanting.

Here’s what you should include in your product pages.

High-Quality Images

A grainy picture of your product taken with a low-end phone camera in bad lighting isn’t going to cut it here. The way you showcase your product matters!

Choose a featured image that offers a clear, eye-level view of your product and makes it easy for people to zoom in on relevant details. Then, create a gallery that offers different views and angles as well as photos of the product in use. Video and a 360-degree view can be helpful, too.

A Detailed Product Description

While photos and video are the best way to snag your audience’s attention, you need to back them up with a detailed product description. This should include specifics such as price, features, size, dimensions, weight, ingredients, etc. But it also should hit on the benefits of the product. Is it made in the USA? Does it come in 37 different flavors, six of which are gluten-free? Can it run on batteries as well as electricity?

The tone you take in your product descriptions should reflect the overall tone of your small business. Are you generally fun and flirty? Feel free to use that sort of language in your description. Do you normally take more of a minimalist stance with your marketing? Short, concise sentences and bullet points are the order of the day.

Finally, make sure you’re using the same keywords in your product description that you use in the rest of your marketing strategy. If you’re trying to rank for “whirligig,” for instance, don’t suddenly start calling your product a “whatchamacallit” in the product description, even if those names are interchangeable.

Rave Reviews

Pretty pictures and a solid product description are great (and necessary) components for your product pages, but what your could-be customers really want to know is whether the product is worth it. And they’re not always willing to take your word for it.

Make sure each product page includes a few rave (and real) reviews from previous customers. If you use a star rating system, put those stars front and center where they can’t be missed. Add a link to additional reviews for those looking to do a deep dive. The more reasons you give a customer to buy, the closer you get to a sale!

Make Your Product Pages Shine

While images, product descriptions and reviews make up the trio of product page must-haves, there’s plenty of other things you can include, such as blog post links, similar product suggestions and upsell/cross-sell opportunities.

How detailed you want to get depends largely on your brand as a whole, your product, and the customer base you serve. A tech company’s product pages are going to look very different than those of a small farm that peddles fresh honey and goat cheese, and that’s OK, as long as the customers have all the information they need to make their decision!

Could your product pages use some improvement? Mischa Communications can help! Get in touch today.