Lesson 6: Showcase your products and services
Your products or services are likely why you started a website in the first place, right? You’re passionate about the amazing things your business has to offer, and you want your customers to see this amazingness.
Whether you have an online store or you’re advertising your services online to gain more customers, your Products and Services page is a vital part of your website. This page should inform customers of your offerings, assure them they’re getting something great, and motivate them to book a service or make a purchase.
1. Inform
The Products and Services page should provide the customer with key information about your offerings. Keep things organized by listing the general categories of your products or services; this makes it easy to navigate the page and find related offerings. You should also provide detailed descriptions of each offering, including any vital information the customer might need.
Make sure to include high-resolution, quality images with different product angles to keep visitors from abandoning your site. Wondering how to do this? Check out our video below on how to create product images that pop.
2. Assure
Go beyond describing the features of your products by including their benefits, as well. You can also provide assurance of the quality of your offerings by incorporating testimonials, ratings, and/or reviews.
For example, key quotes from customers can be included on the Products/Services page itself. You can also create a separate Testimonials page to add credibility and highlight the awesomeness of your offerings.
3. Motivate
When you create the content for your Products and Services page, think about what your customers need and value. Generate excitement with a clear story about how customers will benefit from the product/service, and guide interested prospects to the next step toward doing business with you by including ways to take action (e.g., use “Book now”, “Get a quote”, or “Buy now” buttons).
To further encourage consumers to purchase, consider incorporating the following on your Products and Services page (depending on your industry):
- Product images
- Pricing payment options
- Return policy, warranties, or guarantees
- Shipping options and time frames
Putting it all together
Let’s go over an example of what this could look like. Let’s say you own a health spa and want to advertise your services. You might provide categories like Massages, Facials, and Pedicures.
Under each category, you’d include the name and description of the service. For example, one service might be “Hot stone massage,” and the accompanying description could be “Provides a deeply relaxing experience for the body, mind, and spirit.”
You could provide the pricing for different tiers of the service (e.g. pricing for a 30-minute versus an hour massage), and add a quote from a past customer like, “This was the most relaxing hour of my life!” Then, you could include a “Book Now!” button that motivates the visitor to act on the information.
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Activity: Plan the content for your Products/Services and Testimonials pages
It’s time to wrap up that handy Content Creation worksheet! Fill out the final page of the worksheet to plan out the content for your Products and Services page and also jot down information for your Testimonials page.
When you’re ready, move on to the next lesson, and we’ll start building your website!