February 12, 2017
When it comes to optimizing your website, particularly focusing on content, it’s the blog and the homepage that get all the attention. Even your Thank You pages and Unsubscribe pages are often mentioned in the media as a place for opportunity, but product pages don’t always get that same consideration. For many businesses, this means that the content on their product pages is basic, short, and uninviting. While it’s true that images are the biggest aspect of a product page, making sure you optimize your content is still crucial. The sooner you can understand what this means, the sooner you can start really putting the finishing touches on your website as a whole.
Keep in mind that oftentimes those who land on your website will actually miss your blog altogether. You can do research in your Google Analytics to find out exactly where your traffic is coming from and landing, but most businesses find that targeted customers are landing right on product pages and missing all of the great (and maybe even expensive) content that you have published on a blog or your homepage. This is why including fresh content on your product pages is so important. A few tips include:
This is my personal favorite way to use content on a product page. People are bound to have questions, so this can help you answer them before allowing the viewer to second guess a purchase. FAQs always sound conversational, so they’re easy to digest and easy to post on a product page. I recommend having an FAQ section on each product page, even if it’s the same on several pages. Also remember to continue to update the information. Below is an example from a Search Engine Watch article:
Amazon is the King of utilizing user reviews on their product pages, but that doesn’t mean that you can’t mimic their look. By adding user reviews to your product pages, it again eliminates any questions or concerns a buyer may have because reviews act as a credibility marker. The more you can establish trust right there on the product page the better luck you’ll have converting those visitors. Check out how the strategy works for REI’s below:
When choosing content for product pages, you have to think about what your audience for that particular page would want to read. For most, the content is going to need to be quick and informative. A small Buyer’s Guide with bullet points about what to look for, understand, and expect about buying the product on the page is usually a great example. Take the following from a lead-generation form for Resource Nation.
As you can see, readers can see the Buyer’s Guide in its short-form while still having the option to click to read the full Buyer’s Guide on a different page. Note: Some companies shy away from this idea because it forces people to navigate off of the product page, but if you make sure that the link opens to a new tab then it can be a great way to show your credibility and help make a buyer feel more comfortable.
Similarly to the point about Buyer Guides, adding recommendations to this page is a nerve-racking move because it can urge readers to navigate off of the page. Fortunately, however, this option will usually navigate readers to another product page that may be more relevant; thus helping buyers find what they need and make a purchase. Take the following from Boxed as an example.
Just as it works for your blog, video is engaging on these pages as well. This is a great option if your product is difficult to use and you want to have a quick demo or if your product is boring and needs a little bit of something extra to keep readers engaged. Rich content can also include charts and graphs and infographics. This is something that is up-and-coming so you don’t see video too often, but below shows an example from Home Depot being used to show how a product works:
Be careful, however, that you are not overdoing it with this type of content. You have to make sure that it is serving a real purpose, which brings us to our next point.
Of course in addition to all of the content considerations above, your layout matters as well. For example, you want to cut down on the clutter and make sure your website isn’t covered in too much content that people won’t read. You need your CTAs to stand out and it needs to be easy for people to move to the next step in the purchasing cycle. You can learn more about the design and SEO of product pages here.
In the end, product pages are some of the most important pages when it comes to content. Although this content may not be the most likely to show up on a SERP, your products and images of those products are. This means that many searches go straight to your product pages before ever seeing any of the other content on your website, so you have to make sure you have something engaging on these pages as well.
As an extra resource, I would also recommending out an article we wrote here that covers content and SEO regarding how you should handle a product page that has been discontinued.
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