Most companies like to structure their websites in a hierarchy, with separate pages on each individual product at the bottom of the pyramid. If you’re starting again with your website, there are many arguments against doing it this way, but I’m going to assume you’re stuck with that way of doing things for now, and would like to make the best of it.
What gets pages found in Google is content. Plenty of words. That’s why there’s a problem with having a separate page for each product, because many of the pages are going to be quite similar, and you don’t want to repeat yourself. If you can amalgamate some of these pages, so much the better. But regardless, take a look at your product pages, and ask yourself: “is there enough content on this page to make Google consider it to be an authoritative page for blue widgets?”
The chances are that there’s not much content – a brief description and maybe a few specs wouldn’t be unusual. What you really need is some good meaty background about the technology. Sure, many visitors will know how a blue widget works, and why it’s better than the old-fashioned red type. But they won’t think any less of you for explaining that again. (This is quite topical here at BMON, because two clients have recently commissioned us to go right through their website and produce additional background copy for each product range.)
Secondly, how compelling is the headline on the page? Does it say “Blue Widget”? Or does it say “Blue Widget: faster and more reliable performance than a Red Widget”? Is it selling the product? If not, why not?
Thirdly, how appealing is the product shot? Is there just one, scanned off the datasheet? Would you really put that in a brochure for the product? This page will be the first (and potentially only) time many customers will come across the product, and it needs to make an impact. It doesn’t cost any more to use multiple images, showing the product inside and out.
Finally, is there a direct call-to-action, such as a form which visitors can complete to get a brochure in the post, or any other response? Telling them to visit the site’s all-purpose “contact us” form and fill in what product they want information on isn’t very clever. Having no call-to-action at all is even worse.
Plenty of informative content, a great headline, good product images and a call-to-action will get people to your product pages and then acting on what they see. What are your pages like?