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One web page cannot fill every role

Yesterday I mentioned the idea of having sets of separate web pages for every product, or at least every new product. But why is this a sensible strategy, and what would the differences be?

I think there are three different types of web page which we could have for any given product.

The Traditional Product Page

This is the page which website visitors will find their way to as they navigate the site. It may be designed as much for existing owners of the product as new ones. Some familiarity with the company can be assumed, as the reader will have been elsewhere on the site. The page would be a combination of a sales brochure and a data sheet. Indeed, it should include the content of both of these. It should also be designed to be part of a browsing session, offering alternatives to those who realise the product isn’t what they’re after, but are wondering if the site contains something else that is. Think: existing customer visiting your showroom or office.

The Advertisement Landing Page

This is something quite different, and wouldn’t have a prominent link within the site navigation. It’s designed as a complete sales presentation, selling the company as much as the product. It assumes that the visitor may never have heard of the company before, and might just have seen a three-line text advertisement or read a passing reference in a magazine. Above all, the page needs to ‘convert’ into a telephone or online enquiry. Think: stranger wandering on to your exhibition stand.

The SEO Page

Both of the above pages stand a chance of ranking highly in search engines, but probably only for searches to do with the name of the product. To get traction for generic ‘blue widget’ searches, or ‘how do I…?’ searches, you need a dedicated page. This would be built around one or more specific search terms, which really wouldn’t sit well as the core of the other two page types. What’s more, you can really go to town with the sort of extensive technical content that might get in the way of the objectives of the other two. Effectively, you’re writing a white paper on a subject, where your product happens to be the end point. Think: conference presentation.

These then are the separate types of web page which ought to accompany every major product you sell. Creating them across the board might beyond your resources, but slowly building the content as new product lines are added is a quite reasonable objective.

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