Product Web Pages That Attract Customers

As the internet has become such an efficient sales tool

, many organizations are now rushing to cash in on its potential. In the rush though, many organizations miss the essential elements of positioning a product using a web page. If a company fails to hit certain key points in presenting its product on the web, all this effort could wind up being wasted. If your product web page is receiving little or no traffic, here is how to fix it.

Even the best business schools continue to focus on teaching the essentials of profit and loss. However selling in the internet age requires expertise language and communication to harness the full power of the internet. Without an understanding of common and colloquial language use, many companies are creating complex web environments that fail to reach new customers.

Organizations recently figured out that a product page can add volume and useful information to their web environment. Building such a page is a simple matter. Hire a web design expert, write some copy about product features and attributes and post it. That I all there is to it, right? Well no. There is quite a bit more to it.

SEO Consultants frequently get the question, "I have a high page rank, but why am I not getting a position on searches for my product type?" The answer is fairly simple. Many web pages were built using the company name as the title. That title appears again within the header tags and text. Of course the engines recognize a high page rank - but for the company name. And who is going to search for the company name except existing customers? Winning new customers requires a different communication strategy for internet product pages.

Building the 'new' Product Page Configuring the product page to attract search engine attention and search traffic requires paying attention to three main user considerations:

How do customers search? What do they look for? What language do they use to describe the product?

How does a customer typically use the search engine to find information in your industry? Setting up the page to attract traffic requires some understanding of how customers search and on the issues they find important. Does price information figure prominently in the decision to buy? If so, would they use the words "cheap" or "inexpensive" in their search terms? Do customers look for information about their upcoming purchases well in advance of buying or when there is an emergency and service is needed immediately?

What customers are looking for in using the internet is also important to understand. What do new clients really want? Is it that they are after the nearest location? Or what exactly are the main research points they look for? Are internet users then likely to use a geographic term (such as Dayton or Ohio) in their search? For example, Epoxy Flooring Chicago is a good search term for industrial plant operators in the midwest.

At the top of the importance list though is 'what user language is frequently used in searching for information.' What would be the exact words customers use to describe the value of your product or in describing the consumer need? Would those searching on the net use the terms 'lawn care' or 'grass cutting' to describe something like lawn mowing equipment?

The web owner must research these questions prior to building the product page as the language elements will drive design of the message and text. And, titling a page using terms like "riding lawn mowers in Pittsburgh" would be much more effective in reading new purchasers than with a page titled "Williams Lawn Services." What homeowner searches for Williams Lawn Services except for ones that are current customers or have seen the name elsewhere?

Titles to the product page, headlines and page copy all must be focused on the keywords or terms that customers would be likely to use. And don't forget to include a local geographic term if your company serves a specific city or town. By investigating user search behavior and understanding how they might use the internet to find you, your organization can construct a product page that customers will not only find useful, but one that customers will find in the first place.

by: Matthew Stone.

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