A good product entry gives the designer, buyer or specifier enough information to decide whether or not your product will suit their project requirements.
If you want to get your product, equipment or system specified, make sure you provide enough information and additional references such as data sheets, drawings, BIM objects and links to specific pages on your website.
Buyers scan digital content and form a strong first impression based on the first couple of lines. Follow the ‘rule of three’ to make sure that your introductory sentences are effective:
What is product or system you are promoting?
What is it designed for?
What is special about it?
Make sure you answer the following questions:
What problems does your product solve?
What do customers gain from your product?
What makes it better than the competition?
Then provide additional information under appropriate headings, for example:
Specifications - physical and technical attributes
Manufacture - processes and standards met
Finishes - standard and optional finishes
Options - product variations
Credentials - certification, awards
Sustainability - country of manufacture, carbon rating, recycled content
Delivery - area covered and distributors if appropriate
Sitework - installation guidelines
Technical Support - services you offer
Characteristics of a good product entry
Product clearly described
Applications and constraints explained
Key features and benefits listed
Standard features and options differentiated
What to avoid
Exaggerated and meaningless claims
Inaccurate or incomplete information
How to maximise your selling opportunities
Provide in-bound links to supporting pages on your website
Illustrate your product using captioned photos and diagrams
Add technical data sheets, drawings and BIM objects
Add videos if you have them
Add links to related products and services to maximise cross selling opportunities
Add links to projects to inspire trust and confidence
And remember to make it easy to read...
Short sentences
Short paragraphs
List key points
Use headings
Check your spelling and grammar
Stay on topic and avoid waffle