As with the corporate website??™s homepage, these elements have to be carefully arranged
to help users find their way around the product catalog. The goal is to direct users. If done
well, visitors will rely on the design and copy of the product landing page to guide them.
The individual product page
Once your reader has found your website and navigated through the product landing
page, they will arrive on a singular web page dedicated to the product in which they are
(hopefully) most interested. This is where web design and copywriting skills come into
full play, and where simple marketing messages have to work in tandem with technical
descriptions.
An individual product page should offer a comprehensive overview of the product, including
photos, testimonials and reviews, dimensions, availability, and technical specifications.
Anything and everything about that specific product should be present and accounted for.
The last thing your visitors want is information about the product scattered around the
site, so make sure every detail is centralized, focused, and accessible.
Figure 7-3 showed the product landing page for M-Audio.
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