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You've made a good list, but I think we need to begin with even more basic things. (1) Make sure people know that the page deals with a product that is sold by
by ggchappell 13y ago
You've made a good list, but I think we need to begin with even more basic things.
(1) Make sure people know that the page deals with a product that is sold by a company. A web page can be anything. Maybe it's a comic strip. Or a page of essays ranting about various topics. Or an open-source project. Or a demonstration of some CSS technique.
(2) Tell what kind of thing the product is. Some companies, when asked about their product, will say something like, "It helps people discover and share ... [whatever]." But given that, I don't know whether it's an iOS app or a Windows binary or web site or an e-mail list or a metal detector or a buy-some-food-and-send-half-to-my-friend shopping service.
- danielweber 13y agoBut all the marketing people will say "we don't sell products we sell solutions."
- wpietri 13y agoI think there's a legitimate version of that. People mostly buy solutions, not products. For example, my projector recently died, so I bought another one. That one didn't actually solve my problem, so I returned it for one that did. So I think a good landing page should make it clear what the solution is. For example, Dropbox opens with "Your stuff, anywhere", with a picture of a phone and a tablet sitting on a laptop. Their product is disk space plus some free syncing software. But they have wisely focused on the solution, not the product.
- dredmorbius 13y agoIf that gets in the way of writing copy that actually converts people, fire your marketing staff.
- tommorris 13y agoIf you don't tell me what you are giving me a solution to, I don't know whether it fits my problem. Also, I generally know my problem better than you do.
- Wohui 13y agoThere should be a W3C validator service for this.
- dredmorbius 13y agoOddly: seems like this might be a place for Google to put its natural language processing skills to work. If they can figure out WTF a product, excuse me, solution page is about, you're in reasonably good hands. Maybe.