Words, graphics, action!

Your product is fantastic. It’s beautifully designed, packed with features and your potential customer base is huge. But does your website do it justice?

Tell them what they need to hear

Product websites serve one simple purpose: to sell the product. And however snazzy your images and flash graphics are, you have to get the words right to ensure your products fly off the virtual shelves.

#1 Say it right
The language has to be catchy and persuasive, direct and dynamic – and every link needs to be clearly signposted. Fill every page with benefits and more benefits without making it too text heavy. And take every opportunity to tell the customer why they should buy your product.

Websites with bad spelling, punctuation errors or just plain bad writing turn the potential buyer off – so get the words right. If your language is poor, you'll be taken for a second rate company.

#2 Make each page a call to action
Websites are static by nature, but the best websites impel the visitor to take action at every stage. Action creates deeper interest from the user. Whatever the page, the visitor must be encouraged to go to the online store, find out more about the product, read a flattering review or sign up for email updates.

#3 Keep it moving
Often little more than an online brochure, it's not always easy to get visitors coming back to your site – so keep it fresh. You want shoppers to pop into your store to see what's new, and you want people to drop by your website when they're cruising the net. Regularly update your site with new products and product info, splash the front page with offers and keep bringing them back.

Make them feel that they know you

Trust is the grease that turns the cogs of internet transactions. Most potential customers still harbor reservations about purchasing on the internet, and they need to believe that their precious purchases are from a secure, reputable source.

#1 Give them something to latch onto
Include a full address and phone number to establish your business in a real time and space. Adding a photo of the office or shop front and the staff lets your customers know that there are real people behind the site.

#2 Make them feel safe
No one feels 100% comfortable giving out their credit card details online, but you want people to do just that. So offer secure server transactions and guarantees that goods can easily be returned.

#3 Let other customers reassure them
Part of ebay's success stems from customer reviews. People don't trust the seller half as much as they trust other customers. Include positive feedback on your site – not just about the product, but about the service. If you can, add links to independent online reviews.

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Tell the world
With in-house copywriters from English-speaking countries around the globe, Eye for Image is uniquely placed to help Danish exporters tell the world about their products. We create web text for all industries from fashion to IT, helping our customers produce websites that reflect the professionalism and high level of service they offer.