Charles Cuninghame

Website Copywriting Tip: How to Write Product Pages That Sell

According to website usability guru Jakob Neilsen, "The ultimate failure of a website is to fail to provide the information users are looking for."

If your website isn't generating as many sales as you'd like, check your product pages. Do your they address ALL of your customers' questions and concerns?

One of humankind's most common fears is the fear of making a wrong decision. When faced with a buying decision our inner sceptic usually kicks in with a list of "what if?" questions that must be answered satisfactorily before we'll pull out our credit cards.

For example: What if it's a different colour to the one in the picture? What if it breaks down two months from now? What if I get it home and don't like it? What if it's not as good as they say it is? You get the picture.

In face to face selling these questions can handled by the salesperson as they arise.

But because a typical website product page is a one-way communication, it needs to supply answers to the most common customer concerns and questions. Especially if you're selling online.

Here's how you do it:

1. Include vivid and detailed product descriptions. List features and benefits.

2. Provide clear images, including close-up views, enlargements, details, colour variations and different angles.

3. Give all relevant dimensions, feature variations and specifications in plain English.

4. Be upfront with all shipping costs and times.

5. Prominently display all guarantee and warranty details.

6. Be explicit about your returns policy. Let readers know what to do and who to contact if they have any problems.

7. Give answers to ALL frequently asked customer questions (FAQ), either on the product page or a separate FAQ page.

It's a simple fact: if you don't give people enough product information they won't buy from you.

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