Superior Product Pages
When talking about building material businesses, your product is everything. Quality, price, availability. Everything else is peripheral when compared to getting the product side of the business in the right place.
When building out product pages, consider the following tips:
- Use high-quality photos: don’t sell your products short by using last minute, low-quality shots.
- Get technical: when you’re in a store you can read through product information and look at different shapes an sizes. But online, you can’t do that if you limit the information you’re sharing. Consider providing sizes, colors, dimension, installation guides, and patterns.
- Pitch related products: Don’t leave it up to customers to find the right stuff. Guide them along the way.
- Include product testimonials: Do people love your materials? Don’t hide the good vibes from your potential customers.
Powerful Project Examples
Help you customers envision their next project. Don’t just talk about your product. Show your product in action with real-life examples.
I’ve worked in marketing for many years and have used many different agencies, as well as freelance graphic designers. Jordan Crown was by far the most competent one and they never nickel-and-dimed us. Not only are they great at what they do, but they’re great to work with.
– Laura Hoffman, Marketing Director, Mutual Materials
Helpful Product Resources
Don’t underestimate the power of supporting your customers before and after a purchase. If someone likes you for your product, they’ll love you for your support. Include helpful resources on your website such as:
- Installation guides and patterns
- Material calculators
- Product datasheets
- How to videos
- Technical assets like BIM and CAD files
- Catalogs and brochures
The goal here is loyalty. If the customer gets the sense that you’re looking out for them then you’ll gain their trust- and trust leads to transactions. It’s as simple as that.
What is the heartbeat of your company? What makes your company and employees want to come to work? Answer these questions with inspiring and informative content and you’ll strengthen the tie between you and your customers. Biographical content can include:
- Mission and core values
- Leadership bios
- Company history
- Testimonials and reviews
- Company news
Remember to weave your story into your visitor’s story. Here’s a marketing principal to consider: People don’t care about your story. They care about how your story intertwines with theirs to solve their problems and enrich their lives.