“I already have one.”
Okay… but do you really?
So many internal products either:
→ Don’t bother creating a site because the product is mandatory (“why promote it?”)
→ Or dump outdated PDFs, slides, and docs in a shared folder and call it done
Both might’ve worked 10 years ago.
But today, when efficiency, user adoption, and engagement matter, your “website” is your front door.
If your title says Product Manager or Product Owner, this is your chance to stand out.
Why an internal product website is powerful
External products have websites for a reason.
They tell the story, build credibility, and make it easy to find information.
Internal ones deserve the same.
Here’s what happens when you build one:
→ Single source of truth
No more outdated PDFs floating around. Users find everything they need in one place.
→ Scalable onboarding & training
All your how-tos and walkthroughs—embedded right there. Fewer 1:1 demos, better user experience.
→ Discoverability & awareness
Need to train new users or attract new departments? Your link does the work for you.
→ Professionalism & credibility
A clean, well-structured site signals a strong product—and a strong PM behind it.
What to include on your internal product website
Think of your site like a landing page for an external product—it should be clear, engaging, and instantly tell users why your product matters.
Essential elements (in order):
→ Problem Statement: The pain point your product solves (one compelling sentence)
→ Value Proposition: What your product does and the core benefit (one sentence)
→ Who It’s For: Specific users, teams, or roles it supports
→ Key Benefits: What users gain (time saved, errors reduced, better decisions)
→ Visual Demonstration: Screenshot, demo video, or GIF showing the product in action
→ Primary Call-to-Action: Clear next step (“Get Started,” “Request Access,” “Watch Demo”)
→ How It Works: Key features or workflows (3–5 bullet points maximum)
→ Testimonials & Use Cases: Real examples from satisfied users with specific results
→ Getting Started: Links to quick-start guide, documentation, or tutorials
→ FAQ: Address common questions and objections proactively
→ Status & Roadmap: Current state (beta/production), known issues, upcoming features
→ Support & Contact: Support channel, response times, product owner, or forum
→ Access Requirements: How to get access, prerequisites, or usage limits (if applicable)
Your success metric:
If users can answer “What problem does this solve? Is it for me? How do I start?” after visiting your page, you’ve done it right.
How to build it
Most companies already have a platform:
SharePoint, Confluence, Notion, or similar.
The key is treating it like a real website.
Don’t dump documents.
Design it as if it were public-facing: user-friendly, visual, clear navigation.
And if you’re short on time—
I’ve built a free Notion template that gives you the structure, sections, and layout to get started fast.
[Download the template here]
