This is the third in our series of "How to Write My Website Content", following on from our "A beginner's guide to good website copy" and "Creating Compelling Content For Your New Website". 
With our standard website design packages, our clients often want to write their own web copy – but they’re not always sure where to begin! This can increase the website design and build time, as our design development team will wait for the content to be provided before making a start, as their work will be influenced by the written copy. 
So, we thought we’d give our clients a helping hand with writing some of the most important elements of a new website: the individual product or service pages. Here are our top tips for structuring and crafting copy for these all-important pages. 

 Products and Services Page Content Tips 

Tip 1: Start with a strong headline. 

Just like on the home page, each of these pages needs a strong headline that summarises the product or service in question and, ideally, conveys a key benefit. People need to know at a glance what the product or service is and how it can help them (or why they should care). 

Tip 2: Write a detailed description. 

Your product or service description should be informative and persuasive, and tell people everything they need to know. Be sure to tease out benefits from features where possible and make these the focus points. For example, a feature of it’seeze Nottingham is our emphasis on local support – but the benefit to our clients is the reassurance of knowing we’re on hand to provide local assistance as needed. 

Tip 3: Use keywords throughout your products or services pages. 

As well as your main company keywords, you should research relevant keywords and phrases for your individual products or services. On top of the tools we mentioned earlier, you could also carry out some competitor research to see which search terms other similar businesses are using. 

Tip 4: Answer common questions. 

Think about the questions potential customers might have about your products or services. Then, answer those questions in your descriptions of how the products or services work. This will help build trust and credibility with prospective customers as well as showcasing how you can help them. 

Tip 5: Include customer reviews or testimonials. 

These are great for social proof and building Know, Like and Trust. You could also include links through to review sites such as Trustpilot, TripAdvisor, Checkatrade and so on. Make sure the reviews and testimonials are relevant to the product or service in question, however. More generic ones can go on the home or about pages. 

Tip 6: Make it easy to buy or enquire. 

Make sure your product or service page has a clear call to action, such as a button that says "Add to Basket" or "Buy Now." If you’re not selling online, include a different call to action button, such as “Get in touch” or “Request a quote”. You could also include a floating enquiry form that follows the user as they scroll down the page, making it easy for them to pop in their contact details. 
Your Nottingham web consultant sat at a table with a customer

Need a little more help? Ask itseeze Nottingham about our copywriting services. 

If you’re not sure about writing your own website content, don’t worry. At itseeze Nottingham, we work with experienced copywriting partners who can take care of all your online writing needs at competitive rates – all whilst you get on with the day job! Please contact us to find out more and discuss your web content requirements. 
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