Product page

A product page tells the user what a product, service or tool is, why they should use it and how to get started.

Overview

Our users need a destination on our website where they can go to learn more about a particular product, service or tool. We call these product pages. Our product pages follow a similar format that clearly indicates to users what the product is, why they might be interested in it and how they can get started.

Product pages are permanent and often found in our navigation. This isn’t a page where we would run a contest or promotion. If a contest or promotion page is required, we would create a temporary, custom campaign page.

To ensure your product page is successful, consider the following guidelines.

Depending on whether a user is new or existing, the primary goals of your product page are to convince the user of the benefits of the product and make it easy for them to use it. Every word and element on the page should focus on these goals. Removing distractions and filler content will increase the chances of you meeting your goals.

There should be only 1 primary call to action on this page so the user is easily drawn to it. Make sure that it’s noticeable among other design elements on the page, such as background and imagery.

We need to make it as easy as possible for internal and external search engines to crawl our website content and serve it to curious users. We achieve this by being thoughtful about the keywords and phrases we use in our metadata and on the page.

Follow our step-by-step guide to optimizing for search.

Our product pages follow the same general format that’s structured to answer the following key questions:

• What's the product?
• Why should I use it?
• How much will this cost?
• How do I get started?
• If I have more questions, where can I get help?

This is a short, simple sentence that’s meant to communicate the value of the product. Consider this the “elevator pitch” of the product.

Character count: approximately 55 characters.

This copy sits at the top of the page, just below the tagline. It needs to clearly explain to the user what the product is.

Character count: approximately 200 characters.

This is the most important action we want our users to take on the page. There should only be 1 primary button so we can ensure it catches the user’s attention.

Character count: approximately 22 characters.

There are many ways to approach the content and layout of the page depending on how it’s being position to the user. For example, the community mailboxes page is very different from the parcel lockers page.

• Why a user might use the product (its value proposition)
• How the product works
• How much the product costs
• How to get started

In many cases, we run a content workshop with key stakeholders to determine what we want on a page and how we should prioritize it.

This is the content that sits at the bottom of nearly every page on the website.

It includes:

Support: These are quick links to support articles housed in our support section. These links need to be directly related to the content on the page. We include 2 to 4 relevant links.

Useful links: This gives us an opportunity to let the user know about related products and services. We call this a cross-sell opportunity. There’s an existing library of cross-sell content that sticks to our character count requirements that should grow and be maintained. We include 2 to 3 thoughtful cross-sells.

Blog content: If you’re on the “Personal” side of the website, this section is called “News and stories” and is pulled from “Magazine.” If you’re on the “Business” side of the website, this section is called “Tips and insights” and is pulled from “Business Matters.” This content should automatically populate based on relevance and timeliness. There are always 3 blog posts at the bottom of the page.