General Website Copywriting (Part 2) – What Pages Do I Need?

My previous post touched on the importance of your Home page and About Us page.

Now we shall move onto the Products and Services page and FAQs

Products and Services

Let’s start off by looking at a product selling company.

Frequently when you look at a website, the products page is full of great images of what you can buy but very little copy relating to the features and benefits.

This is a big mistake. Most of your keywords are going to be product specific so it stands to reason you must have a good amount of copy on these pages. These pages should contain enough information to enable your reader to understand what you are offering and why they should buy it.

Many people have difficulty in differentiating between features and benefits – to put it simply, features will tell your reader what your product does but the benefits tell them what difference it will make to their life.

If you’re still not sure what the benefits are ask your customers! They will gladly tell you and will help you produce some great, hard-hitting, conversational, benefit laden website copywriting.

If you’re a service orientated company then much of the above still applies but you also have to consider whether your service is a commodity or not. If it is (e.g. law services) you’ll have more general copy on your page (still selling the benefits) which directs the reader to contact you so you can sell in a more personal way.

If it’s not a commodity (e.g. a window cleaning service) your copywriting will be more detailed so your reader sees instantly what you are offering.

Keywords are also important here if you are a service company because you can use geographical keywords such as Ipswich window cleaning services.

Whether you offer a product or service this page must contain a strong call to action to either phone/email for more information or ‘buy now’ which takes the reader straight to an order form/shopping cart.

FAQs

This is a great page to have and one that could save you money. How? Well if you have a comprehensive FAQ section do you also need a phone Customer Help function? I’m guessing not.

Often when people are searching for a product or service they are looking for an answer to a problem. That means there is a strong chance they will start their search using a question. If your copywriting on your FAQ page is keyword rich there is a very good chance you will rank highly.

One tip here is to make sure you keep your copy short and to the point. Visitors will probably only scan this page so if they can find what they are looking for quickly and easily they’ll be very happy.

Once your website has all these pages (and possibly a few more besides) your prospects will want to know how to get in touch with you. Your Contact page should therefore provide several options. Start with a short paragraph showing how much you’d like them to get in touch and follow it up with your address, email address and phone number (and data capture form). By providing all of these options you are adding credibility to your company – you’re not hiding behind your website.