Building products in Content Studio
Products and services are communicated widely across our websites. This is how you build them to ensure consistency and simplify governance.
Typically, product information is carefully written in collaboration with specialists, and we tend to give the same information on several pages. Therefore, we create and maintain the basic product information in one place, and fetch these ready-made texts in the parts.
Products are build with
Product
Product Group
Product Feature
Product
Product examples
- Health insurances
- Car insurance
- Liability insurance
- Pension plan
- Savings
- Online doctor
This content type is fetched in the Product Overview part and by Product Groups. What is and isn't a product depends on the context in which you need to present it. It could be a product or service on any level, but it must be something that can be purchased by our users.
To reflect different needs in insurance and pension, they both have their own product content type.
Product descriptions
Each product must include a short tagline or value proposition. These are fetched by Product Cards, Product Group Table and Product Action List, meant to give the users some context that helps them compare and consider our products. Taglines should be very brief and try to sum up the product's value proposition in one sentence.
If you in some contexts wish or need to elaborate, you may fetch the longer description with the Product Action List part. Here you may include bullet points and links.
Targets and CTAs
Each product may contain targets for "Read more", "Purchase" and "Report claim":
- The Product Cards part always fetches the "Read more" target
- In Product Buttons you may choose either of the three target options
- In Product Action List you may choose one or two target options fo the entire part. For instance, you may link to both "Read more" and "Purchase".
Best practice
To make the most of the content model and ensure it is tidy and useful, we strongly recommend that you try to create one Product content type per actual product or service.
Product Group
Product Group examples
- "Vehicle insurances"
- "Ways to save for your pension"
- "Our most popular products"
- "Services included"
- "What car insurance suits you better?"
To present related products and services together, you may gather any products with the product group content type.
These are fetched by the parts Product Action List, Product Cards, Product Buttons and Product Group Table.
Product Feature
Product Feature examples
- An insurance coverage, such as "road assistance" or "disability"
- A service such as "online doctor"
- A benefit, such as "report claim online 24/7"
- A trait, such as "save 2 % of the employee's gross wages"
- Always included in the product or optional additions
This content type is fetched by the Product content type, and displayed in the parts Product Overview and Product Group Table.
Features are used to explain what our products include or cover, so that they can be compared with similar products – either our own or those of our competitors.
