Service or Product?
Most companies can be organized into two camps: a service company (i.e., insurance) and the sexier, product company (i.e., apple). If you're a product company, your task is much easier. Listing your products, their benefits, price (if you can) and return policy is a start. But to really learn what makes a great products page, we recommend you read 10 High-Profit Redesign Priorities by Jakob Nielsen. If you're a services company, we recommend this short article that gives fantastic advice: Pages to Include in Your Website by Elf Design.

Create More Opportunity
Be sure to catalogue products or offerings with complimentary or similar items. If possible, provide "other buyers also purchased this" recommendations. Awareness of your offerings is key to increasing activity among visitors. Keep descriptions and headers concise. Product pages can clutter up fast with images and lots of text.

What About Pricing?
There's nothing more frustrating than finding something you're interested and not seeing how much it costs. And while most companies can provide a clear-cut price, many can't for various reasons. So, what's the best thing to do? According to usability guru Jakob Nielson, "B2B sites often have overly complex pricing structures or can't show prices at all. To help prospects with early research, list representative cases and their prices" (Jakob Nielsen's Alertbox, April 10, 2006). The whole article can be found below along with some other helpful tips:

• Feature Richness and User Engagement
• Designing Successful and Usable Product Pages- Continued
• Why Show Prices on a Product Page