The Products and Services pages should be built with a selling path in mind. A selling path is an easily followed, short series of actions that leads people to initiate the sales process. Ideally, this should be three tangible steps:
- Landing page: People will find the products or services landing page, be enamored with all the wondrous things the company manufactures, sells, or consults about, and click on an item for deeper exploration.
- Individual description: Prospects will find themselves on a singular page that describes in no uncertain detail all of the salient selling points of the product or service. This page guides them toward the final stage of the selling path: the sales process.
- Acquisition: After readers consume everything about the product or service that catches their eye, they will effortlessly find themselves on a page that (politely) asks them to finish what they started, either by making a purchase or becoming a qualified lead by making contact with the company.