Product or service content

Copy about and call-to-actions for your products and services. This content will vary a lot depending on what your business does and how many products or services you offer. Depending on your business and your groundwork, you might want to promote multiple individual products/services/categories in low detail or go into high detail on just one.

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Product/service page call-to-action

A description of what your product does, in terms that resonate with the audience. This might be a good choice if you have a single product or service. If you have one product, this might be the same as your overall brand proposition. It can include a call-to-action, like a ‘buy’ button, sign up, free trial, or similar.

Website screenshot of Float’s homepage. It reads ‘A people-first approach to planning project work. The #1 tool for teams to manage shared work schedules’. There’s also a ‘Try for free’ button.
Planning tool Float shares its product proposition as the first element on its homepage, with a call-to-action for a free trial.

Product/service page call-to-action

Copy promoting and linking to a specific product/service in brief.

Website screenshot of Monzo’s homepage. The heading reads Monzo Premium: Online banking that makes a statement. There’s explanatory copy, some brief T&Cs including the cost, a screenshot of the app, and call-to-action button.
Monzo promotes its Premium product with benefits, key terms, and by showing what the app looks like.
It links to a product page for the full detail.
Website screenshot of Byway’s homepage. It promotes a flight-free trip to Sicily.
Slow travel company Byway links to a specific trip it offers, calling out that it was in the Telegraph newspaper.
This might be to help users coming to the site after reading the article.

Product/service category call-to-action

Copy promoting and linking to a category/categories of products or services. If people need to browse similar products or go to a specific sub-set, this is a good option.

Website screenshot of adidas’s homepage.< It reads ‘Who are you shopping for?’ with links to Women, Men, and Kids product category pages.
adidas provides routes into its three overarching product categories.

Product/service portfolio call-to-action

Links to all the products and services in your portfolio. Be mindful of how many links you’ll have – you don’t want to overwhelm people.

Website screenshot of Much Better Adventures’ homepage. It shows a horizontal list of Collections, labelled things like Comfy Sleeps and Get There By Train.
Adventure travel company Much Better Adventures links to collections of the different types of trip it offers.

Product/service search or finder

A tool to help people find a product or service. If you have a very wide range on offer, and you know people like to search, this could be a good option. This is also a good choice if people need to get a quote for your product or service.

Website screenshot of Octopus’s homepage. It shows a postcode entry box and a ‘get a quote’ button.
Energy supplier Octopus gives users a route straight into a personalised quote for its gas and electricity tariffs.
Website screenshot of Cazoo’s homepage. It shows drop down menus for car makes and models and a ‘Search’ button.
Used car website Cazoo has a car finder tool as the first element on the page.

Product/service benefits or features

Copy explaining the benefits and/or specific features of your product/service. You could have a simple list, or cover off individual items in detail. This can include a link to more information too. It’s crucial to make sure these are things that resonate with your users.

Website screenshot of ManyPets’ homepage. It lists four benefits, like ‘Easy claims’ with short descriptive copy.
Pet insurance provider ManyPets lists out key benefits for customers.
(An aside: This is my pet insurance company, and ‘Free video vet calls’ is what sold it to me.)
Website screenshot of Mailchimp’s homepage. It shows four features like ‘Target with segmentation’ with ‘learn more’ links.
Email marketing platform Mailchimp shows its main product features, with links to read more.
It also dedicates more space to features elsewhere on the page, always linking to more information.

Product/service demo

Content that demonstrates what your product or service is/does. This could be a video demo, a showreel, screenshots or GIFs, or a call-to-action to book a demo call.

Website screenshot of Dovetail’s homepage. It shows a video of a window from the app, where a user is tagging notes while watching a video of an interview.
Research repository platform Dovetail has a very short video showing someone using the product to tag an interview transcript.

Product/service pricing

How much your products or services cost. This could be a price breakdown, or a comparison of different options, tiers, etc.

Website screenshot of Mailchimp’s homepage. It shows a table comparing features and prices for 4 different product tiers.
Mailchimp shows its different product tiers as a price and feature comparison table.

Product/service use cases

Different use cases for your product or service. This might help different audiences understand that your product is relevant to them, or highlight specific features that they might care about. It can also act as a route into more specialised content.

Website screenshot of Intercom’s homepage. It has three tabs for sales, marketing and support teams, and links to read more.
Intercom has messaging for sales, marketing and support teams, highlighting different benefits and with links to more information.

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