Using more impactful headlines on your product pages can help you increase sales
You might initially think it’s obvious what the “headline” is for a given product page on your e-tail site; surely, it’s just the actual name of the product? Well, actually, it isn’t – or at least, not necessarily.
After all, there are quite a few reasons why you might not want to just stick with a product’s name for each of your product pages. For one thing, unless the product is exclusive to your store, you’ll almost certainly be competing in the search engine rankings with other stores offering the same item. And those rivals might be making the product available at a lower price.
Even if the above aren’t factors, a compelling headline can be key to grabbing customers’ attention and instantly giving them a sense of why they might desire the product.
At the time of this article being written, for example, Apple was showcasing various products on its homepage, with compelling titles such as – in the case of AirTags – “Lose your knack for losing things”, and for the Apple Watch, “The future of health is on your wrist.”
There’s an art to writing a great product headline
Of course, if you’re reading this, your brand presumably isn’t Apple. But even well-known brands often fall into classic traps when writing headline copy for their sites.
They might use specialised jargon and acronyms, for instance, that non-specialists don’t immediately understand – thereby immediately narrowing their audience. Or they might focus too much on features of the product, and not enough on the real-world benefits such features would have for the person buying.
The good news is that you don’t need an Apple-sized marketing budget to avoid oversights like the above with the headlines on your product pages and landing pages. It’s just a case of remembering, and applying, some simple principles.
A good starting point when coming up with product headline copy is to imagine what you’d write if you were coming up with text for a blog post or even advertising billboard showcasing this product. What are the very first things you’d want to say?
In devising potential headlines for the given product, ask yourself why the customer would need or want this product – what problems would the item solve for them? Consider, too, what features of the product will be most important for making the buyer’s life pleasanter or easier, bearing in mind what the actual target audience is likely to be.
Contemplate, as well, what the true value of the product is to the purchaser. We recently touched on this very subject on the Piranha Designs blog, and it’s not just the price we’re referring to here, but also its functionality, durability and longevity.
If your headline can help convince the would-be customer that this is a quality product that will bring value to their lives for a while to come, they’ll probably be prepared to buy it at a higher price than they otherwise would have been.
We can assist with your brand’s all-round digital marketing
There’s naturally a lot more to learn about how to craft product-page headlines that will actually convert. That includes making sure you use simple words, and getting straight to the point about the benefits that customers can expect from the given product.
Here at Piranha Designs, though, we aren’t just about the optimisation of your on-site copy – we’re also firmly focused on providing the website design and other digital marketing services that most help brands like yours.
Contact us now via phone or email to discuss the possibilities for how we could work together to allow your organisation to get more out of its online presence.
