February 8, 2016
Whoever thinks that creating online content is an easy task hasn’t spent hours staring at a blank page, praying for inspiration.
As a business owner with limited resources, you probably know just how difficult and time-consuming it can be to find the right words to describe your brand and products in the most accurate and attractive manner.
Maybe you don’t know which buttons to push to play (and win) the game of seduction with your potential clients, and would give just about anything to get your hands on a foolproof template showing you how to build webpages that sell like crazy.
7 Tips on How to Create Awesome Product Pages That Actually Speak to Your Clients
In this context, we should start by telling you that you could easily improve your copy by paying more attention to the key elements that turn an average webpage into a moneymaking machine.
These are: a magnetic headline, a strong opening paragraph, and a few interesting bullet points enabling your readers to discover the main features and benefits of your service or product.
In case you’re wondering how you could put these puzzle pieces together, take a closer look at the following seven easy tips on how to take product pages to the next level of greatness.
1. Avoid Clutter and Stay Organized. First of all, focus on the goals that you wish to achieve through your new product pages. Naturally, you want to introduce the key features and benefits of your products and convince your prospects to add your merchandise to their shopping carts.
It also wouldn’t hurt to find a way to get your new clients to provide feedback and recommend your brand and products in their circle. How do you achieve these objectives? You can reach your target by simply offering your prospects the most accurate and specific information that they could require to make a purchase. Now is not the best time to craft a complicated story around your company, mission and purpose in business — that’s what your blog is for. Instead, keep to the point and keep it simple to avoid unnecessary details that could distract or overwhelm your readers.
2. Remember That One-of-a-Kind, Professional Product Photos Are Everything. Physical goods require a stellar representation to stimulate a purchase, especially in today’s market, when prospects are bombarded with tons of attractive, affordable alternatives to every conceivable product that they may need or crave at some point.
Quality photos offer you the competitive advantage that you require to make your competitors bite the dust. Think about it this way: would you buy clothes or gadgets from an unknown startup using stock photography? Probably not!
As Kissmetrics points out, premium product imagery has a tremendous power of seduction and can offer users a deeper understanding of the goods that they’re planning on buying; this is precisely why a combination of customer photos and professional shots is a winning formula that you should consider replicating.
3. Keep Your Copy Short and Sweet. Read and edit your copy multiple times until you finally manage to come up with the perfect draft. This simple action will give you the opportunity to eliminate fillers, including adverbs, adjectives and certain pronouns and prepositions. Basically, feel free to eliminate all the words whose presence is not required for clarification. Also, you may want to get rid of redundant passages and anything else that isn’t strictly related to your key point.
4. Opt for Subtle Effects That Make Your Copy Stand Out Effortlessly. Shadow or gradient can add depth and dimension to your page without making it look tacky. Only use these special effects when necessary and in moderation, and try to avoid powerful contrasts that would only distract or annoy your visitors.
5. Explore Every Trick in the Book to Build Confidence. Let’s get one thing out of the way: unless you’re a multi-million dollar corporation with a huge budget for TV commercials, magazine ads and billboard advertising in Times Square, you can safely assume that many of your potential buyers don’t know your last name and have never heard about your vision, goals and products.
Fortunately, it is in your power to eliminate this drawback by simply learning to build credibility and trust. The battle with your prospects’ doubts and lack of trust can be won on different fronts. For instance, you could make the most of client testimonials to prove that you are a reputable player in your industry. Through your copy, you could encourage your customers to provide feedback and describe their shopping experience, highlighting the main aspects that have convinced them to offer you their vote of confidence.
Furthermore, you can reduce your clients’ pre-purchase anxiety by offering them a well-balanced mix of information that they could require to make an educated buying decision. Add essential details to your copy, such as color, size and return policies. In short, in this case, your goal is to make your prospects feel they’re not alone in this, simply because your company counts on a team of professional salespeople who do a great job assisting clients. Make sure your webpages inspire trust and let your potential customers know that a fulfilling shopping experience is only one click away.
6. Add Concise, Original Calls-to-Action. Before listing the descriptive terms that you would like to use to accentuate the uniqueness of your products, be very clear about what you want your visitors to do. Instead of striving to entertain, inform or impress your readers, do your best to make them act in a certain way.
To obtain the desirable results, you have to start writing more compelling calls to action. In a previous post, we have presented a series of foolproof strategies that you should employ to come up with more effective CTAs. Give all these tactics a try, identify the ones that work best for your products, brand and niche and use these elements to add value to your copy, provoke curiosity, and ultimately cultivate a sense of commitment that will inevitably encourage action.
7. Take Speed Very Seriously. Remember those pages with promising content that took forever to load? Neither do we! As a matter of fact, nothing can stop us from bouncing off pages giving us the impression that our time and genuine curiosity are being taken for granted. This is a normal reaction, considering that we live in an era of efficiency and high speed. In case you need one more reason to optimize your page and make it load faster, take a closer look at the report published by Nielsen Norman Group.
According to this source, users usually leave pages after the first 10 or 20 seconds. While the average visit lasts under one minute, companies can hold their prospects’ attention by simply crafting awe-inspiring copy with a clear value proposition. Still think that your visitors have plenty of time to kill on your page? We didn’t think so.
15 Great Resources That Will Help You Create Amazingly Effective Web Pages
The value of a craftsman is dictated by his skills, and also by the set of tools that he uses. Professional copywriters understand this fact and rely on a great variety of resources to craft the very best copy for all their clients. You can follow in their footsteps by letting the following 15 aids inspire, test and optimize your webpages.
1. Unsuck-it. Worried that some of the keywords that you repeat a million times a day at work, like business jargon elements for instance, could intimidate or puzzle your prospects? If so, breathe at ease, knowing that you can always rely on Unsuck-it to find the perfect substitutes for problematic words that you use often in your sector.
2. RhymeZone. Rhymes aren’t only suitable for poetry. While we can all agree that product pages should offer concise information and convince your readers to respond to your specific calls-to-action, sometimes you may feel the need to go the extra mile to sweet-talk your prospects into giving your products a try. In this situation, consider using RhymeZone, a cool tool that can help you find the best rhyming words to perfect your copy and make it catchy and truly memorable.
3. CopyDoodles. Can’t afford to invest in professional product photography, but wish to avoid dull stock photos at all costs? If that’s the case, we have just the thing for you: put CopyDoodles to the test and use this ingenious tool to come up with amazing hand-drawn graphics that will reflect your creativity and unique personal style.
4. Read-Able. Sometimes you may get the impression that you and your readers aren’t speaking the same language. Have you ever wondered why? In most cases, such problems may arise when you fail to adapt your tone and writing style to your visitors’ reading level.
Ideally, you should aim for a Grade 7 reading level to make sure that your message is being understood, filtered and assimilated by a larger segment of your audience. As Russ Henneberry from The Daily Egg suggests, you should always test the reading level of your copy, to make certain that the texts displayed by your landing pages aren’t outsmarting your potential clients.
5. Web Page Analyzer from Website Optimization. These days, you don’t really need to be tech savvy to optimize your pages and make them satisfy both human readers and search engines. Web Page Analyzer from Website Optimization is a handy tool that you could use to improve your website’s performance. You just have to enter its URL to calculate composition, download time and page size. Based on these key page attributes, the script will provide a series of tips on how to reduce loading time and optimize the pages that leave room for improvement.
6. EMV Headline Analyzer. By now, you are probably fully aware of the fact that the people who ignore your headline will never pay attention to your body copy. On the other hand, an inspired headline will always command attention and stimulate your visitors to read the entire piece and maybe even respond to your CTAs. Now you can use the remarkable and terribly underrated EMV Headline Analyzer to determine the emotional marketing value (EMV) of your headline. Basically, this tool allows you to calculate the percentage of keywords that invoke emotion and improve your headlines by upping this value.
7. Live Keyword Analysis. If you don’t want to go with your gut when it comes to optimizing your copy, use this helpful tool to calculate the exact keyword density in a text fragment. This will help you craft user and search engine-friendly content with ease.
8. Test My Marketing. Assuming that you can’t count on many in-house talents who know more than a thing or two about successful marketing strategies, remember that you can always rely on a form of crowd-sourcing with a twist to eliminate this disadvantage. Use this paid tool to get expert insight from a team of skilled marketers who will evaluate your copy and offer you pointers meant to improve your performance.
9. Zite. This cool tool curates fresh Web content that is relevant to your niche and interests and gives you the chance to come up with new, interesting topic ideas and targeted slogans for your pages.
10. Wordcounter. When you are crafting copy for product pages, you may be tempted to overuse certain words that describe your products and business in the most accurate manner. Avoid this pitfall and minimize redundancies by using Wordcounter, a great tool that ranks frequently used words in any given sample of text.
11. Optimizely. If you are searching for that one perfect, all-in-one testing tool, look no further. Optimizely gives you the opportunity to test every single element on your page, including images, CTAs and headlines in a matter of a few minutes; as a plus, you don’t need coding experience or any other special skills to complete this process.
12. Clicktale. These days, you don’t have to be a clairvoyant to figure out how your visitors are responding to the information that you are currently promoting on your website. Using Clicktale you can solve this mystery in no time, as this useful tool brings you all click tracking and heatmaps that you could ever need to find out how your readers are interacting with your website.
13. Evernote. Sometimes, you stumble across truly memorable quotes, stats and headlines that you could easily include in your future masterpieces. The problem is that you always have a million things on your mind and have no available mental drawer for these new additions. Luckily, now you can save and label your food for thought using Evernote, a great tool that keeps your sources of inspiration close.
14. Copywriting Cheat Sheet. Analyze this fun, information-rich infographic published by Vertical Response to step up your copywriting game and learn the key differences between content created for Web, social media and e-mail, in terms of length, style and tone.
15. Copyblogger’s Copywriting Library. Sometimes, you need more than a few great testing algorithms to improve your copy. You need the guidance of experts who have already walked many miles in your shoes and know everything about successful marketing tactics, ways to bond with different audiences and various other key points that interest you a great deal. If you don’t have an actual mentor who could guide you towards copywriting success, choose to check out all the resources provided by Copyblogger, including seminars, webinars, eBooks and articles, to improve your copywriting craft in your own time.
Use Winning Words to Increase Sales and Achieve Business Success
To create stellar webpages that convert and sell, you have to understand your audience, satisfy its permanent hunger for quality content and bet everything on the most remarkable attributes of your products that reflect the uniqueness of your brand.
Julia McCoy is a top 30 content marketer and has been named an industry thought leader by several publications. She enjoys making the gray areas of content marketing clear with practical training, teaching, and systems. Her career in content marketing was completely self-taught. In 2011, she dropped out of college to follow her passion in writing, and since then grew her content agency, Express Writers, to thousands of worldwide clients from scratch. Julia is the author of two bestselling books on content marketing and copywriting, and is the host of The Write Podcast. Julia writes as a columnist on leading publications and certifies content strategists in her training course, The Content Strategy & Marketing Course. Julia lives in Austin, Texas with her daughter, husband, and one fur baby.