There are several elements that must be part of your product-focused website in order for it to be successful. The familiar issues of audience, unique selling proposition, and next steps will remain your cornerstones but there are some specific elements that are critical to the success of a product-focused website. Let’s explore them together.
First of all, you need to be clear about who will most likely be interested. You need to design the website to appeal to them, whether they are inclusive of the entire adult population of the entire English-speaking world or restricted to 13 to 17 year old girls living in upstate New York. It is critical that every aspect of the site appeals to your audience.
With a product-focused website, it is imperative that you provide clear photos of the product itself with enough detail to transform a curious visitor into a buyer. If possible, include photos demonstrating using the product. If they see someone they can relate to enjoying your product, they are more likely to make a purchase. If your product comes in different shapes, sizes or colors, each variation should be pictured.
In addition to a photograph, your products should also have descriptions that provide details about their qualities. For example, clothing descriptions would include the style and fabric contents while food products would include ingredients and nutritional information. If you are marketing to high-end customers, you may want to include more detail about how the product benefits the buyer, including endearing comments that make it seem irresistible.
The success of many product launches is tied to a great tag line. This short phrase tells the customer what makes a brand is special. When designing your web site, you can use your tag line to create an emotional connection with your audience. The tone and style should be carried out throughout the rest of the site design elements.
For example, The Company Store sells pillows. The name reveals nothing about their product line; they could be selling canned beans or blue jeans. However, their tag-line “We’re all about comfort” is much more enticing. Their current website design is dominated by light blue, a color known for relaxation. Their pillows are prominently displayed throughout the entire site.
Depending on your distribution plans, you may want to include eCommerce functionality so that customers can purchase your products from your website directly. This usually means that your website functions as an online catalog and shopping cart. If you have a variety of products, you will need to have them organized in categories, either by their characteristics (i.e., sweaters, pants, shoes) or by the way they are used (i.e., body & bath, home & candles, spa & skin).
Whether or not you include prices on your website depends on many different factors. Do you only sell your products through this website or do you also have retail stores? Do you sell in more than one area? Do your prices fluctuate often? Most of the time pricing information will be included only if a purchase can be made directly online. Alternatively, you may include a price range for a product line or sale discount information if prices vary by location.
Call to Action
A website visitor should never have to ask themselves what they should do next. A product website should make the answer to this question apparent. If there is eCommerce functionality, a call to action button, like a shopping cart, will work best. If the site is for a corporation, such as McDonald’s the call to action may be related to finding the nearest location. After the product itself, the second most prominent feature must be the call to action.
In summary, while many of the basics still apply, a product-focused website must contain clear descriptions of the products complete with detailed photographs. If purchases can be made directly through the site, pricing information and related fees must be prominently displayed. Lastly, a dominant, clearly-stated call to action is the only way to ensure visitors become website customers.