Figure 7-7. Joyent??™s product page for Accelerator is a good example of a page for products that
have to be sold without a shopping cart. The page features plenty of contextual information as
well as a contact form and a large call-to-action button.
PRODUCTS AND SERVICES
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Unique selling story
Whether you have a product, service, or both, there is almost always something that
makes you unique, some part of your sales story that sets you apart from your competition,
and gives you a leverage point when marketing. It could range from a mundane but
important fact (???all of our products use domestic, grain-fed beef???) to an outrageous story
(???our founder came up with the idea for this product will hang-gliding naked through the
Himalaya mountains???).
This story is part of your sales process, and should be integrated into the website.
Sometimes it??™s significant enough to warrant its own section, but most of the time, it
nestles in with your products and services because it helps give context and supporting
information to readers. Consider the following examples:
Many microbreweries have a page dedicated to their long tradition of only using
the best hops and other ingredients in their beer, and how they retain the recipes
passed down from generation to generation.
Pages:
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