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E-Marketing Performance Blog

Beckon Visitors to Your Products With Compelling Product Category Page Content

product category page content

If you sell more than a half-dozen products, chances are those products need to be categorized on your website to make shopping easier. This makes product category pages an important aspect of every ecommerce store. But many businesses don’t give them the attention they deserve.

Even though product category pages are simply a pass-through to get visitors to the products you sell, these pages are significantly valuable in the conversion and sales process.

For the most part, shoppers don’t land on those pages hoping to scroll through a list of products until they find one they are looking for. But that’s how product category pages are often treated. Scrolling through products may be the necessary aspect of these pages, but there is a lot more value that you can provide the visitor while they are there.

Write a paragraph or two of content to go at the top of each of your product or service category pages. Provide important details that can get the reader excited about the offerings listed below. You can refer to things such as product quality, testing methods, product varieties, benefits and so on. There is practically no limit to the information you can provide.

It doesn’t have to be a lot of content, but provide as much as you think will give value to the customer. If the content goes more than a paragraph, then hide the rest under a “read more” action link that will produce the rest of the content on demand. The visitors who don’t want it will never notice and those that do will most certainly find it.

But that’s not to say you have to have a lot of content either. Sometimes just a couple of sentences will do. Take these for example:

Pella Doors provides a short paragraph at the top of their category pages, highlighting key points that shoppers may find relevant.

Instead of putting all the content at the top, Mission Workshop placed small amounts of content above each backpack sub-categorization.

The point is to provide value to the visitor no matter what. They’ll scroll the products, but why not give a bit of content that primes them for the sale?

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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