Sometimes, a brand may need to create a website for a product or service only.
It may not be the most common, but there may be valid reasons.
Why sometimes is necessary a website for a product or service
This may be the only product or service of the brand, or the most important one.
Some brands, such as Kellogg’s, have a clear digital strategy, so they design a website for each country where they have a presence and another one for each of their main products in that country.
Another reason may be the representation of a product for a country or region. A company different from the one that produces the product is the one that sells it in a certain country.
It is also possible that, for a time, a specific product or service is the most important part of the company. During that time it would be convenient to have a particular website for that product or service.
In fact, a brand or company may have a product or service that they want to promote independently, for the people do not even know who the manufacturer is or who provides the service.
An example of this is the Mustang. Not everybody knows that it is manufactured by Ford.
The brand, Ford, does not even put its logos anywhere on the vehicle. The reason is that it goes out of the standard of the cars manufactured by Ford.
The same case occurs with the Lexus make. Although created and owned by Toyota, due to the nature of the product (luxury), it is better to be independent of the manufacturer brands.
Now suppose you create a product or provide a service that you consider different from the rest of what you do, or that you prefer to have a “life of its own.”
In that case, it’s time to create a website for a particular product or service.
The design of the website for a product or service
Since this website is only for that product or service, the design should be the same as the product.
For example, if it is a physical product that has a package, then it already has a design.
This design is composed of a particular color or color palette, a typeface and some other elements, such as spaces, lines, etc.
For example, if the box of the product, and the product itself is yellow and blue, the ideal would be that the website of that product is also yellow and blue.
As far as possible, the graphic design of the product should be reflected in the interface or visual part (look and feel) of the website.
Now, suppose the service is legal or accounting advice. Even if you do not have a graphic design as a physical product, you will surely have a certain style on the letterheads, business cards, etc.
Then, it would be best to reflect that graphic design in the website visualization. So users can feel it is the same brand.
Anyway, the design of the website of a product or service is very important. It helps give the product or service the character it needs.
Of course, when we talk about the design of the website, it includes several other aspects, such as the logo, images, elements of the interface, etc.
What users will do with the product or service
Another aspect to plan carefully is what we want customers to do when they find the website of our product or service.
If it is a physical product, the most logical thing is that they can buy it. Or if it is a service addressed to a particular audience, we want them to request a quote.
If it is not possible for the product to be sold or delivered, for any valid reason, the users must be able to indicate their desire to obtain it and interact with the people who manage the website.
This could be done through a contact form.
In the case of digital products, it should be possible to download or access them immediately, after the purchase or registration.
The mobile apps often have websites where they explain what they do and give support. In these websites, the main action to be encouraged is to download the application in the app stores where it is available.
If it is a digital service, say for example, an online course or an advisory, it should be possible to start immediately or allow a date to get started.
The style and language
Generally, the websites for products or services are usually of the “one page” type.
This means that all the information is contained in a unique page. The user, instead of going from one link to another, can see all the information by scrolling.
In those cases you do not need a menu at the top, but it is ideal to give indications that you may need to scroll dowm.
The images and videos can explain better than words some things, so it is convenient to have enough, all that contribute to the content.
The text that is placed on the page should be enough to answer all the concerns that a potential client may have.
It is likely that many users have never had the product in their hands or have not experienced the service.
Sections that a website for a product or service must have
Not necessarily all the sections that I mention below are equally relevant in each case, but it is necessary to outline them all.
Frequently asked questions
A section of frequently asked questions and answers is a must be on a website for a product or service.
No question is too obvious to be placed there. The information needs vary from user to user.
If possible, try to answer completely the questions that are posed, instead of giving simplistic answers and encouraging users to contact.
Many users do not want to contact, because they feel it is a degree of commitment, but everyone wants complete information.
Consider this section as subject to change at all times.
Almost no one is willing to buy something if they are not sure about some warranty available or the assurance of receiving help if needed.
If you give a money back guarantee in case of not being satisfied with the product or service, you need to make clear what the rules for this are.
Some people offer a guarantee of 30 days or less, without asking questions. If that will be your case, let people know clearly about this.
On the other hand, your product or service may have several plans, and that the support depends on the level or type that is acquired.
If so, it is convenient to make a comparative table of the different plans of the product or service that you offer, and the support each one will receive.
I have noticed that some products are excellent, but the support is not so much, and that is why they do not have the preference of the customers.
But also sometimes, a product that is not so special, has a magnificent support, which is reflected in the opinions of customers.
You can tell wonders of your product or service, and customers will believe just a fraction of it. Now, to the other customers who rate your product or service they will believe everything.
That is why including the opinions of customers is almost mandatory to help improve credibility and confidence.
In User Experience we say that trust comes first and later, business.
Time after time has been proved that users will need to see your product or service as reliable to decide to buy you.
The first opinions should be asked directly to those who have been your customers. As a general rule, letting them say their experience, in their own words, without interfering, results in more natural ratings.
Over time you will receive more opinions, from clients that you may not know personally. Some may not be as favorable, but those can also help you to look credible.
Not even Superman is loved by absolutely everyone. Ask Lex Luthor.
The mailing lists, to send newsletters, are an essential resource for websites that are for a product or service.
Many of the users or buyer personas will not buy the product or service at once, but continually receiving information from the brand is useful. A visitor may not be monetized at some time, but could become a client, at some point in the future.
For this, it is necessary to place a subscription form.
It is both important and honest to say in a friendly way how often the updates would be sent. For example, “once a month we will send you a short email”.
If your website, whatever its type, does not have a contact form, it is incomplete.
This contact section should be obvious and allow, in addition to sending an email, some information, such as the company’s email.
Some users prefer to know the email and communicate later.
This contact form, once filled, should make it clear to the user that the process has been successful or not.
Options for more information
Even if you make a maximum effort to inform as much as possible about the product or service, there will always be -and this is positive- someone who wants to know more.
There must be several means available so that those who need more information can communicate with you.
Although the contact form is an option, providing the phone and the address of a physical place where someone could visit you is an excellent way to gain the trust of users.
In addition, a live chat can be a good way to satisfy the curiosity of potential customers.
In particular, I recommend my clients use all these means; instead of just some.
What to do when the website for your product or service is ready
If you’re ready, well, congratulations! Now the time has come to make it known by doing some marketing campaigns.
Whatever tool you use to make your brand, product or service known, make sure you can measure the results.
Sure you know that what is not measured, can not be improved.
Since making a whole website for a product is usually a considerable investment of time, effort and money, do your best to obtain the best results.
We can help you to create the website for your product or service
Everything that is contained in this article comes from the research that has been done as to what works and what does not, plus the experience gained in projects of this type.
We will love using our skills to make your web project. Contact us immediately to get started your project.