Say what the product does today: five rules for product pages
Five rules for writing product pages that earn trust, with examples from ventures in the portfolio.
By MSECO
A product page is a promise made in public. The ventures in the portfolio write theirs against a few simple rules, and these five do most of the work.
Rule 1: describe what exists today, not the roadmap
Customers buy what exists. DataStruct AI sorts its roadmap into what is available now, what is committed next and what it is still exploring, and is clear that “now” means the current private beta. Where something is planned, the page says it is planned.
Rule 2: put the limit next to the capability
A limit buried in the terms does not help a reader who never reads them. MiroFish UK describes its output as synthetic and directional, and says in the same place that it is not polling and not a prediction. The capability and its limit sit side by side, so the reader gets both at once.
Rule 3: leave out what you cannot show
Certifications, customers and statistics are the claims most often borrowed from a hoped-for future. Lead Conneqt publishes no invented statistics and no client names. Defence Access describes what it does, which is commercial market access, rather than implying endorsement or influence. A page that claims less is easier to believe.
Rule 4: say what the product is built on
Credit matters, and in some cases the licence requires it. MiroFish UK runs a modified version of an open-source project made by others, says so, and publishes the complete source of the running service. Saying so costs nothing, and it keeps the page honest about whose work is whose.
Rule 5: check the whole site, not only the page you edited
A claim that has been retired from the headline tends to survive elsewhere, in a footer, a meta description or structured data. Before a product is described in a new way, every place the old description appears has to change too, and the check should cover the whole site.
A short checklist
Before a claim goes on a page, we ask four questions.
- Can we show it working today?
- Is the limit stated in the same place as the capability?
- Is every number and every name sourced, and permitted?
- Does the same claim appear anywhere else that needs to change?
If any answer is no, the claim waits.