Monk script conducted a website review recently where the question of nondescript product titles became a focal point.
Are your product titles vague, nondescript or falling short of communicating what you’re all about?
Can what you call your products be part of a marketing strategy?
The business’s website I was reviewing sold handmade children’s clothing, accessories and homewares. There were five labels under the one business name each with a different label title.
- One was for clothing for babies to toddlers
- one for clothing for toddlers +
- one for children’s homewares
- one for children’s art supplies and storage and,
- a product line offering Christmas themes of the above.
Each of these product lines and items had a label title that wasn’t quite indicative of what was actually being sold. The product titles and graphics were cute and suggested the flavour of the product, but didn’t quickly communicate they were clothing items for babies and other household items for kids.
All of the products had the option for the buyer to personalise their purchase with the child’s name, too. The products on this site are incredibly adorable and were depicted in good quality photos. My cluckiness certainly creeped up on me when doing this review 🙂
The issue that I wanted to pass on in my review, was that by looking at the homepage – which had the product lines listed in a great spot across the top of the page – the names of the products did not indicate what they were actually selling. They were super cute names but they were not very clear. Potentially reducing sales.
For example, the product labels were called names like,“Evie and Evan” and “Hannah’s House”. They simply weren’t communicating quickly enough that they were a children’s clothing line or were art supply storage. The website visitor had to click the link to find out what it was all about… and I was betting that many just wouldn’t. In a way, only using the label names had the effect of esoteric language – isolating people who aren’t “in the know” of what those label words mean.
So I suggested to place a by-line in all of the labels’ links in order for the message to be clearer about what each label was actually selling. And/or also to consider adding a graphic that illustrated the product line’s contents.
The other thing with this website was the by-line for the overall website was vague. “Bright little things for busy little people..” This I thought was oh-so-sweet but again, could also include something such as “Personalised children’s clothing and household accessories.”
Here’s the take home message for this blog post – are the messages in your homepage abundantly clear in indicating what your products and services are? Would they make sense to someone who has no clue what you’re all about?
From this experience, I changed the services titles on the Monk script site, from “Website Shake-up” and “Social Media Butterfly” to more simplified menu links such as “Website reviews” and “Social media content”. Boring, perhaps. Clearer, yes.
Food for thought for you? Let me know.