Trying to write the copy for product or service pages can be confusing at times.
You might not always know whether a specific section should be a hard-hitting sales pitch – or simple and direct, something to help your reader navigate through your site. Knowing how to use headlines and body text – and when to ease up on the sales speech – can help you create much more helpful product text.
Not all website text should be aimed at sales. Navigation should be simple, making it easy for your viewers to find what they want, instead of trying to sell them on something they don’t know they need yet. Content areas that are designed as “signposts” to find further information elsewhere on the site should be summarised. Don’t overwhelm the viewer with too much information if what you really want them to do is click the link to your product page, for example. Of course, your product and service pages should make use of the best practices to write text that sells.
Headings and Headlines
A good headline will tempt the reader and make them want to read more. Keep in mind the following principles of great headlines:
- People like “How To…“ and if you can promise them simple instructions, they’re likely to read more.
- Give a quotation or testimonial from a real, trustworthy person.
- Do you have a guarantee? Shout about it!
- Provide fast facts about your product or service.
- Tell them what they need – and how you can provide that.
- Ask a question your reader wants the answer to.
- Use the Three P’s – Product, Price and where to Purchase.
- Are you running a current special offer or sale?
Below the Headlines
Once you’ve worked out your headlines, look over the body text for the product or service.
- Simplify your text – make sure you aren’t creating large blocks that can’t be scanned.
- Get to the point – don’t hide your offers or use jargon to hide what you really mean.
- Important info goes above the fold – although you can make creative use of graphics that are stretching beyond the fold to draw your viewer’s eyes down the page, make sure the critical sales points are visible at the top of the page without scrolling.
- Speak to your reader – try to edit the copy so that it addresses your target audience.
Using these principles when you are writing copy for products and services – or editing the copy for a client – will help create eye-catching content that stands out.
