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When presenting your products or services online, it is important to get the reader’s attention within a few seconds – that’s the time it takes for the user to decide if they are interested in the topic and want to continue reading or if they move on.

But how can you make sure your products are presented in an interesting and easy-to-read format?

We recommend the following 5 tips to get started:

#1 Create content that helps solve a problem

Companies tend to present their solutions by listing all the great features they have to offer. But usually people have a specific problem they are trying to solve by searching for information online.

Get the users attention by describing what problems your product or service is able to solve.

  • Bad example: “Our mobile app connects different data sources and creates meaningful reports.”
  • Better version: “Save valuable time by creating your monthly reporting using our mobile app. Access to different data sources on a fingertip, from all devices.”

#2 Create easy-to-read content

A well-structured and formatted product description makes it easier for users to quickly scan the information and decide if this is the solution they are looking for.

When writing a product description, focus on the main points you want to communicate to the audience and create an easy-to-read format. Structure the content with subheadings and lists and highlight relevant fragments of the text to make it easier to read.

For more detailed information about your solution we recommend to add whitepapers, solution briefs, or success stories as PDF files for download.

#3 Include images & videos

High quality product images and videos are recommended if you want to get the users’ attention. Show important details and advantages of your product by including customer success stories or interviews in video format to increase your credibility.

Images and videos are also helpful when sharing your product page on social media channels. A picture attracts the user’s attention much more than only text. Videos can be shared on social platforms and give users a first glimpse of your product.

#4 Optimize your content for search engines (SEO)

What is the most prominent search term your target audience would use to solve their problem? Do some research on Google AdWords Keyword-Planner or on Übersuggest to get an idea of the most prominent search terms for your product/business and develop your product description around these search terms.

Basic rules for content optimization:

  • Focus on one or two keywords per page
  • Incorporate the keywords in page title, headlines and text copy.
  • Use H1 headline format for the page title, for subheading H2, etc.
  • Create a meta description that triggers user to click on the search result.
  • Add alternative text to images that includes selected keywords.
  • Use a descriptive filename for images or documents (instead of D41012.jpg – better: best-mobile-app-for-data.jpg).

Apart from all the technical SEO recommendations, always keep in mind to write for your target audience, not for search engines. Find more
information about Search Engine Optimization (SEO) in the Google SEO Starter Guide (PDF).

#5 Make Your Content Easily Shareable

Add social media sharing buttons to your site and make it as easy as possible for users to recommend your product to others. Content is more credible when discovered via a colleague, friend, or family member. This way your content gains more visibility and it is also inherently more credible.

Keeping these 5 tips in mind will ensure that your product presentation will attract more users to your site.

Are you selling your solutions online? Share your own best practices in the comment section below!

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3 Comments

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  1. Clemens Suter-Crazzolara

    Hi Mandy, great post!  To summarize in one sentence: „Imagine who you want to look at your webpage, and how you can convince that person“. All too often, websites in the
    enterprise business area are product-, and not customer-centric. As you
    mention: customers aren’t interested in your portfolio. They are interested in
    the solution of their problem. 

    In addition to your points, here some more:

    • Use easy language, that anyone can understand. Many customers (surprise!) do not know the entire expert catalog of phrases and many customers are not native speakers.
    • Do not use ANY abbreviations. You may use those three letter acronyms on a day-to-day basis, but others most likely don’t. Neer overestimate your audience. In the end, the provider with the message that is easiest to digest will win.
    • Don’t use meaningless buzzwords such as ‘robust’, ‘fully integrated’ or ‘powerful’. Instead, explain why the solution is actually any of those things.
    • Try to explain the customer benefits in pictures or a story. Show how the end-user and the customer company benefit from the solution with a compelling diagram, with the customer in the center, not the solution.
    • Last but not least ! The best argument in favor of your solution is the success story from another customer, so you actually may want to skip all the detailed product descriptions – and replace them with a story or video from a happy customer.
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