All of these, and all of the chapters following, serve to bolster the indispensable part of
the website where the company expounds on what they actually do.
The content and design of this section is vital. It will be consumed by almost every visitor.
For newbies, one of the first questions they ask when arriving on your site is, ???OK, this is a
nice looking site, but what exactly does this company do???? By contrast, a long-term
customer will think, ???OK, been here before, but let??™s go see what??™s new in the
products/services section.??? It becomes a common destination, and must straddle several
layers of messaging to accommodate the audience range.
This chapter covers best practices in both product and service descriptions. Products are
admittedly more complex, and often involve photography, specifications, supporting documentation,
and more. Services require eloquent content, but are more grounded in
one-on-one contact to make a sale. The chapter will explore the differences and the
nuances of optimizing a site for either one.
Do you do products or services?
Almost by definition, your business is going to offer services, products, or both.
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