Products: From Paper to Pixels

“It’s like left side for the heart and right for the brain,” Fahrland reasons.

Pack copy with keywords (especially if you use a database) and hyperlinks to other places on your site, Africa advises. Also include a call to action at the end of each product description. While this would seem overwhelming on a catalog spread, it won’t online because ideally, each product will have its own Web page. User testimonials and “quick fact” sheets are two more ways to provide useful product information.