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6 Tips to enhance your Product Pages

Create Killer Content

What's the best way to showcase a product online?

We often get asked by clients the best way to display and present Scientific and Industrial product content on their website. Typically, our advice involves enhancing the user experience and thinking about how you can provide as much helpful information as possible to your readers. Keep reading to learn 6 actionable tips along with working examples of how to create killer product content.

Customer Testimonials

Nothing sells a product quite like a happy customer testimonial. Every company has a selection of close customers who they can ask for honest feedback, just make sure to ask for permission before including it on the page!

It’s all part of the buyer psychology; we all look for a third party reference, validation and reviews on sites like Amazon and eBay – It’s no different in the B2B world when we are comparing spectrometers, lab equipment or MRI machines.

Product Profile Customer Testimonial

The above excerpt really highlights the key capabilities, benefits and cost savings of Malvern's HT-GPC system. This could of course be included within the product copy, but by setting it out and highlighting it as a specific customer comment, the effect is much more powerful, persuasive and creative.

Application Notes

Put yourself in your prospect’s shoes and think about what would help them decide on your product. They won’t necessarily be asking “What are its key features?”, more like “How can it help me to do my job?”

Examples of the product in action are one of the most engaging forms of content

Does it give me faster results? Are they more accurate? Will it work in my specific application? Linking to your product’s applications will answer lots of your prospect’s questions. Furthermore, the added value of the page will be reflected in the quality signals.

Example Applications

The above image shows examples of the g-SKIN sensor's applications. This is a great example of how to add value to your existing content: Enhance the user experience by making it easier to find related content.

Link to a Brochure

Brochures take lots of time and resources to design, come up with key messages, USPs and images, yet they are often only used at tradeshows or tucked away at the back of a client's site never to be found, or viewed very infrequently.

Highlight your brochure and make it easy to download. Use big, simple call-to-action buttons that entice the reader to click. When used in conjunction with a form fill-in you can also increase the conversion rate from unknown visitors.

Add an Image Gallery

Product Image Gallery

A picture paints a thousand words, so why not add an image gallery of professional photos to help your readers familiarise themselves with your product.

Embed Video

If a picture paints a thousand words, then video is worth 1.8 million. Add product videos and customer testimonial videos for a living, breathing, valuable addition to your product page which will boost engagement and further educate your prospects.

The above video shows how the leading Material Scientist Professor Sir Colin Humphreys talks about the wider industry and how Phenom World's SEM technology is advancing Materials Science research - A shining testimonial in video format!

Product Manager Comments

People buy from people. So adding in specific common questions and answers from the product manager add a lot of value to the user. The below screenshot demonstrates how the Zero Air Generator provides an easy solution to give stable purities and pressure without the need for gas cylinders or monitoring facilities.

The comments highlight the product's key benefits as having market leading purity and being easy to use:

Product Manager Interview

Key Publications

For many companies working within research and academia, products are often used in leading studies to further science and industry. Linking to key publications which reference your products help build trust and develop relationships with new potential customers.

Key Publications

In the above example, NT-MDT who produce cross functional high value microscopes, have cited the recent key publications in which the product is featured... Great for lending credibility within academic peer groups.

Enhance the User Experience

Information on products may be reproduced on many sites around the web: The real value lies in enhancing the user experience by linking relevant, useful content which helps your end reader. Feel free to get in touch for a consultation about your digital strategy.

Posted by Frank Barker

Having spent his younger years playing Rugby in the sunny climes of Spain and Australia, Frank graduated from Loughborough University with a BSc in International Business before settling back in rainy Manchester. Frank has helped numerous Science, Engineering and Healthcare companies to create marketing strategies that engage with niche audiences. Having started his career in Sales, he now runs the Marketing department for AZoNetwork. He specialises in data management for sales teams, equipping them with the most actionable, real-time marketing insights from the first touch point through to revenue generating opportunity. A sportsman at heart, Frank still enjoys lacing up the boots for his beloved Macclesfield 1st XV Rugby or pulling on the whites to represent the more serious Macclesfield 3rd XI Cricket team.    

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