SPEAK TO CUSTOMERS IN THEIR LANGUAGE
 - NOT YOURS.

We've discussed several features of a homepage that help forge initial connection points with users. The ways in which your homepage establishes your value and credibility are especially important if you are offering a specific product. Outlining what you do with the presentation of a detailed product list in plain view is a direct approach to catching a user's attention. Such a list addresses their questions about you without making them play a guessing game of searches and clicks. Most first time visitors will usually move onto the next site before going to that much trouble.

If your specific product or service is right before them, possibly alongside your industry specialties list, you have easily addressed their key initial questions. Artisan Precast offers the design and construction of precast concrete walls and fences that can be made to look exactly like wood, brick, and other conventionally used barrier materials.

"Are we going to be able to make the wall or fence that you need? You're not going to know unless we outline our products and the typical customers that invest in them," says Artisan CEO Craig Lewis, whose homepage displays a well summarized product and services list.

"The fences and walls that we build are significantly less expensive than wood, brick, and other traditionally favored substances, even though they last longer and take less time to construct," Lewis continues, "but when you are trying to sell people on concrete as also being aesthetically pleasing, they are going to want more details."

While the Artisan site contains several in-depth explanations of what the company does and why precast concrete is such an appealing alternative, Lewis's goal was to present that information without forcing users to go digging around in About Us and Why Artisan?

The current product list, located in plain sight on the left side of the homepage, contains five simple categories that convey a lot of information: Our Brands, Our Products, Our Customers, Why Artisan, and Resources. The Brands category advertises Woodcrete Rail, Brickcrete, Cedarcrete, Smoothcrete, and other hyperlinked names that reference the aesthetic properties of precast concrete. Our Products then elaborates on how the barriers are made.

"Second most important is Our Customers, because even if the preliminary details have struck a homeowner as enticing, he or she might wonder if these fences and walls are only for businesses and public works," Lewis agrees, "The reverse might be true of a utility company manager that questions if we only service residential properties."

A clear product and service list elucidates who you have worked with, and why prospective clients of similar circumstances have a reason to trust you.

 The product and services list of Artisan Precast leaves no ambiguity in the user's mind. It goes on to link to the Benefits, Flexible Uses, and Applications of precast concrete, as well as a Resources list that includes prior successful Projects, Articles, and a Photo Gallery. There is also an abundance of images of Artisan's fences and walls in various forms and settings.

An effective product and service list should be an abridged compilation of precisely what you offer and the distinct benefits of working with you. It is also an opportunity to easily integrate your keywords into another aspect of your homepage as an SEO strategy. By listing "concrete walls" and "concrete fences" among Artisan's Products, the company has successfully ranked #1 for both terms on the first page of Google. Lewis concurs that the inclusion of this feature was a rock solid strategy.

 Let's go over how a product and services list can help build your online presence:

    1.) Briefs users about what you do and offer without their having to search around your site.

    2.) Builds your credibility by noting the client types with whom you have experience.

    3.) Helps your SEO efforts by offering an easy and prominent location for your keywords.

Thanks for reading. Jason.
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