Most product-based business owners know that a good marketing strategy happens through multiple channels. Social media, emails, word-of-mouth, testimonials, and reviews. No matter what your approach looks like, though, customers will always have one final step along their purchasing journey: your website.
Whether you’re building an entirely new website for the first time or you’re giving your current one some much-needed love, we’re sharing five must-haves for your product-based website.
1. An engaging home page
The homepage of your website is most likely the first page people will see, so the stakes are high to make a good impression. Why? It only takes seconds for them to form an opinion about your business and your products — just from looking at your website alone. Be sure your homepage highlights your newest or best products and is kept up-to-date. It also serves as the best place to feature any promotions, discounts, or upcoming launches. Of course, prioritize professional, eye-catching imagery that appeals to your target audiences. Couple that with a simple, to-the-point copy, and you have a recipe for a stunning (and effective) homepage.
2. An organized shop page
Whether you offer physical or digital products, make sure your products are displayed and organized in a way that’s easy for users to navigate. Are there different categories they can search, or different price points?
Implement basic filters like categories and pricing to help customers find what they’re looking for without having to work at it. Don’t forget to have clear, high-quality preview photos so shoppers can see your products without having to click through multiple times.
3. Visual product pages
Your product pages are the last step before shoppers checkout, so you want to get these right. A solid product page includes details like:
- Eye-catching images (and video, where appropriate)
- Product name
- Product description (keep it simple and be sure to include SEO-friendly keywords!)
- Clear call-to-action
Customers won’t buy things they can’t see or learn more about, so having as many of the details possible ups your chances of making a sell. And when we say to add reviews, we mean it! Reviews exponentially increase the likelihood someone will buy from you!
4. A seamless checkout page
If users have a tough time following through with their purchase, they’ll likely abandon their cart altogether. Make it as easy as possible for customers to buy something for your website. Here are some tips to get started:
- Only ask for the information you need; don’t bog customers down with long forms to fill out
- Create a step-by-step process to guide users along
- Let users edit their order during checkout (eliminating the need to click back several times to make changes)
- Offer streamlined payment options like PayFast or Yoco
- Give users the option to create an account; don’t make it necessary
- Don’t overwhelm them with last-minute, add-on recommendations (This is critical, especially if you’ve noticed that people get to the checkout and then never commit. There might be something funky in your set-up that is turning people off.)
5. An accessible contact page
A contact page on your website is almost as crucial — if not more — than any other page on your site. Customers need to know they can reach you if they have any questions, troubles with their order or just want to connect. A contact page also helps keep your site secure and reduces spam. Make sure your contact information or form is easy to find on your website; place it in the header and footer, and use it as a call-to-action throughout your site. Keep your forms simple and to the point, and let customers know when they can expect a response from you.
Ready to elevate your product-based biz website? We’re ready to help!