There’s a narrative that’s happening on your site whether you’re writing it or not. The only question is: who’s your protagonist?
In a well told story, the audience cheers for the protagonist. Is that your brand? Company founder/face? Something else entirely? Some sites are so poorly organized that people get bored and get out.
Some, on the other hand, are awesome.
I love these guys. Even from the landing page (as previously featured here), these guys are clearly all about product. They live and breathe product. And after getting you from the landing page to the product detail page, they take it to the next level.
Crisp, uncluttered page. Its all product, a review from a dude with a Managing Director title. The leather looks so crisp you can practically taste it.
But then, if you click on the product: it takes over the entire screen.
Full page shots. Multiple of them. Product in action, product on a desk. Product in use, product not in use. All with super-clean, focused photography. I don’t even need an ipad/laptop case, but i’ve got so much depth and detail on this thing, I can’t help but want it.
Now, is it crazy to suggest that you put product pictures on your site? Of course not. The crazy observation is that sites with focus on the product, rather than lists of features, expounding copy, and other extraneous picture are better at creating an emotional link between you and your customer.
Take a hard look at your product page. Do you have tiny pictures? Do you have paragraphs and paragraphs of text and bullets that no one cares about? Do you do that weird zooming thing where a magnifying glass follows the mouse pointer? (you know who you are.)
Get back to the basics, clean it up, and let your product be your hero.