Ask customers how they want to get help and most will say they'd rather sort it out themselves. Then watch what happens when they try. In a 2019 Gartner survey of 8,398 customers, only 9% said they fully resolved their issue through self-service. The gap between "I'd rather do it myself" and "I managed to do it myself" is where your support page lives.
For brands that make physical products, that gap is wider than for software companies. The customer has a specific model in their hands, often bought from a retailer, and the answer depends on which model it is. A generic FAQ won't help someone whose e-bike won't wake up or whose air purifier is flashing an amber light.
We looked at 12 support pages from brands across appliances, audio, furniture, grills, fitness, baby products and e-bikes. For each one we note what it does well, what's worth copying, and where it could improve. At the end there's a checklist you can use for your own page.
What Makes a Good Product Support Page?
A good product support page gets the customer to help for their exact model as quickly as possible, then lets them fix the problem, register the product or reach a person without starting over. Everything else is detail.
In practice, the strongest pages share most of these features:
- A product finder that doesn't assume knowledge. A photo-based picker for people who don't know the model name, and a model or serial number search for those who do, with instructions on where to find that number.
- Search that comes first. A search box at the top, not hidden behind a menu.
- Manuals and setup guides for each model. Not one PDF library for everything.
- Troubleshooting written around symptoms. "The light is flashing red" rather than "Connectivity settings."
- Parts and repair. A way to order spare parts or book a repair without calling.
- Registration, including for retail buyers. People who bought in a store are the ones the brand knows least about.
- A clear route to a person. With hours, and ideally the current wait time.
- An AI assistant that answers from the product's own documentation and hands off to the team when it can't.
- A QR code on the product or box that opens the right model's page. No searching at all.
Few pages do all of these. Here's what the best ones get right.
12 Support Page Examples Worth Studying
1. Dyson
Dyson's support home is built around a set of large tiles: track an order, register your Dyson, return a purchase, troubleshooting, request a repair and contact. The product finder offers three routes: pick your machine from images by category, log in to your account, or enter the start of your serial number.
What stands out is the dedicated page that explains where to find the serial number on each type of machine. Most brands ask for a serial number and leave the customer to hunt for it. Dyson also offers quick-start and care videos and a digital assistant alongside human support.
Copy this: a "where's my serial number?" page with locations by product type, plus a photo picker for people who don't want to look.
Room to improve: the product list is long, including refurbished models as separate entries, and support layouts differ between country sites.
2. Sonos
Sonos uses a two-step picker: choose a category (speakers, portable, headphones, home theater, components) and then the model. Search sits in the navigation. Help is organized into topic hubs that match how problems actually show up, such as connection issues, audio playback and update issues.
The detail worth noting is that live chat shows the estimated wait time before you start. Sonos also publishes app release notes and runs a community forum next to its support content, which helps when a problem turns out to be caused by a recent update.
Copy this: show the wait time for chat up front, and keep release notes near support so customers can connect a new problem to a recent change.
Room to improve: registration and parts ordering aren't visible from the support home page.
3. SharkNinja
SharkNinja's page is the most direct in this list about what it wants you to do first: search by model number. It explains where to find that number (the barcode on the box, the rating label, the cover of the manual), and offers category browsing as a fallback.
Three large actions sit underneath: get help with a product, register a product, and order parts. The registration prompt speaks directly to retail buyers, telling them they can still register a product they bought from an authorized retailer. Manuals and troubleshooting guides are organized by product series, with each guide listing the models it covers.
Copy this: invite retail buyers to register by name. Most brands sell through stores, and this is how they learn who their owners are.
Room to improve: the model-number-first approach works best when customers can find the label easily.
4. Weber
Weber connects the serial number to something useful. Enter it, and you go straight to the exploded parts diagram for your grill. You can also search by exact model name, and the page warns that searching for a family name like "Genesis" alone returns many results.
Registration is handled in two ways: grills bought on Weber.com are registered automatically, and a form covers grills bought from retailers. Weber explains the serial number format and links to a guide on where to find it.
Copy this: let the serial number take customers straight to the parts and documentation for their exact unit.
Room to improve: parts diagrams live on a separate site from the rest of support.
5. IKEA
ikea.com/us/en/customer-service
IKEA's customer service page is short and practical. Next to order tracking, returns and FAQs, it gives "order spare or missing parts" its own tile. For flat-pack furniture, the most common problem is a missing screw, and IKEA treats that as a first-class task rather than something you have to contact support about. It also links to an assembly service partner.
Copy this: put the single most common post-purchase problem in your category on the front page as its own action.
Room to improve: warranty information is only linked from the footer.
6. Philips
Philips covers a very wide product range, from shavers to lighting, and handles it with category selection plus a model-number search. A "where can I find my model number?" link sits right next to the search box. Each product's page then gathers the user manual, FAQs, getting-started content and service information.
Registration is tied to a benefit: customers register through a My Philips account and upload proof of purchase to get an extended warranty.
Copy this: give customers a reason to register, and explain why you're asking for proof of purchase.
Room to improve: contact options aren't shown until you click through, and some product categories use a separate service portal.
7. Traeger
Traeger keeps its support home to four large tiles: getting started, order help, technical support and replace a part. Each grill model has its own support guide page that bundles troubleshooting and owner information, so owners of a specific model have one place to start.
Traeger also offers a Wi-Fi self-help tool to diagnose connection problems with its connected grills, which goes straight at the most common complaint for any smart appliance.
Copy this: one support guide page per model, and a dedicated self-service fix for your single most common problem.
Room to improve: there are two overlapping support sites (traeger.com/en/support and support.traeger.com), which can split customers between them.
8. Peloton
Peloton organizes help by device, with topic pages for each piece of equipment listing dozens of hardware articles: blinking lights, unexpected stops, leveling, replacing a safety key, ordering spare parts. Articles are written as numbered steps with images and are split by model series where the fix differs.
Peloton also keeps recall information inside the help center, where owners are already looking, and publishes accessibility guidance.
Copy this: write hardware troubleshooting as numbered steps with photos, split by model where the fix is different.
Room to improve: some articles are long because they cover several model series at once.
9. Owlet
Owlet's help center is organized by product, with sections for common questions, setup and sleep. Two things stand out. First, troubleshooting is organized around what the status light is doing ("Wi-Fi light is off during setup"), which is how a tired parent actually describes the problem. Second, safety guidance sits inside the setup steps rather than in a separate document.
Articles show when they were last updated. Owlet also offers a Wi-Fi self-help tool, available in the US and Canada.
Copy this: organize troubleshooting by the symptom the customer can see, and date your articles so people know they're current.
Room to improve: the Wi-Fi tool is limited to two countries.
10. Therabody
Therabody combines a 24/7 virtual assistant for orders, returns, warranty and device questions with live chat and a contact form that promises a reply within 24 hours. Help is organized by product line, with tutorials on video.
Two small details are worth copying. The registration form states that not registering does not reduce the customer's warranty rights, which builds trust. And the support page answers questions about buying and picking up at a major retailer, acknowledging that many customers didn't buy direct.
Copy this: be honest about what registration does and doesn't change, and answer retail-purchase questions on your own support page.
Room to improve: human support is available on weekdays only.
11. VanMoof
VanMoof organizes its help center by bike model, with a troubleshooting section that lists concrete problems: resetting the bike, waking it up, a rattling rear wheel, battery and charging. Frequently asked questions cover warranty and servicing, registering a bike, repair mode, and selling, trading in or recycling a bike at the end of its life.
Articles carry recent update dates and explain service changes openly. A partner finder shows where to get hands-on help, and the message form promises a reply within a day, seven days a week.
Copy this: cover the whole life of the product, including resale and recycling, and explain changes plainly when they happen.
Room to improve: a few fixes point toward a paid service plan, which some owners may see as friction.
12. Garmin
Garmin's support center separates very different customer groups, with their own areas for aviation and marine products. It offers direct entry points to manuals and topics, and owners can add their product to their account for support tailored to what they own.
Copy this: if your range covers very different buyers, give each group its own entry point rather than one list.
The Gap Most Support Pages Still Have
Look across these 12 pages and a pattern appears. Almost all of them start by asking the customer to identify their product: pick a photo, find a model number, enter a serial. Dyson, SharkNinja, Philips and Weber all publish guides on where to find that number, which tells you how often customers can't.
The product already knows what it is. A QR code printed on the product or the box can open the support page for that exact model, with no picker, no label hunting and no search. If the code carries the serial number, the page can also know which unit it is, so registration, warranty status and claims are already tied to the right product. A GS1 Digital Link QR code does this while still working as a standard product barcode.
The second gap is retail buyers. SharkNinja, Weber and Therabody all make a point of letting store buyers register, because without that step the brand has no idea who owns its products. A QR code on the box turns that into a single scan at the moment the customer is most engaged: while unboxing and setting up.
That's the approach we've built Veribl around. Brands get a product help center organized by product and topic, with search, a product picker with photos and articles for each model, in 40+ languages. The same content powers a product page that a QR code on the product opens directly, with the interactive manual, care and troubleshooting guides, warranty registration and claims, and repair information for that item. Customers don't need an app or an account. An AI support agent answers questions from the brand's own documentation and hands the conversation to the team when it needs a person. If you're working out how much a better support page could save, our guide to support ticket deflection covers the numbers, and customer support for product brands shows how it fits together.
A Support Page Checklist
Use this to review your own page. You don't need everything on day one; start with the items that match your most common contacts.
Finding the product
- Photo-based product picker by category
- Model and serial number search
- A page showing where the model and serial number are on each product type
- A QR code on the product or box that opens the right model's page
Getting the answer
- Search at the top of the page
- Manuals and quick-start guides for each model
- Troubleshooting organized by symptom, with numbered steps and photos
- Setup and care videos
- Dated articles, updated when the product or app changes
- Content in the languages you sell in
Doing something
- Product registration, open to retail buyers
- Warranty status and claims
- Spare parts and repair
- Recall and safety notices where owners will see them
- Resale, recycling and end-of-life information
Reaching a person
- Contact options visible without extra clicks
- Hours, and wait times where possible
- An AI assistant that answers from your documentation and hands off with context
Improving over time
- Track searches that return nothing
- Track which articles get the most views per product
- Compare contact reasons with the content you already have
Why This Is Worth the Effort
Gartner's 2019 research put the average cost of a live support contact at $8.01, against roughly $0.10 for self-service. Even if you treat those figures as old, the ratio is the point: every question answered on the page instead of in a queue is cheaper for you and faster for the customer.
There's a catch, though. In a 2025 Gartner survey of 5,801 customers, 60% of service agents didn't promote self-service options to the customers they helped, and customers whose agents did were roughly twice as likely to use self-service next time. A good support page only works if people know it exists and reach it at the right moment. For a physical product, the most reliable way to get them there is to put the link on the product itself.
If you're building or rebuilding your page, our post on why a help center visit is already a late intervention looks at when customers actually need help, and how AI is changing product support covers what an AI assistant should and shouldn't do.
Frequently asked questions
What is a product support page?
A product support page is the part of a brand's website where owners go for help after buying: setup guides, manuals, troubleshooting, warranty registration, spare parts and ways to contact the brand. The best ones start by identifying the exact product the customer owns, then show only the help that applies to that model.
What should a support page include?
At minimum: a way to find your exact product (by photo, model number or serial number), search, manuals and setup guides per model, troubleshooting for the most common problems, warranty registration, spare parts or repair, and a clear route to a person. Many brands now add an AI assistant that answers from the product's own documentation.
What is the difference between a help center and a support page?
The terms are often used interchangeably. A help center usually means the full library of articles, organized by product and topic. A support page is the entry point that routes customers into it, alongside actions like registering a product, ordering parts or contacting the team.
How do customers find the right model on a support page?
The best pages offer several routes: a photo-based product picker for people who don't know the model name, a model or serial number search with instructions on where to find that number, and a QR code on the product or box that opens the right model's page directly.
Can customers who bought from a retailer register their product?
They should be able to. Several of the brands in this guide, including SharkNinja, Weber and Therabody, put a registration form on their support site specifically for people who bought through a store, because the brand otherwise has no record of who owns the product.
How do I measure whether my support page is working?
Track how many visitors find an answer without contacting you, which searches return nothing, which articles get the most views per product, and how many contacts arrive about questions your content already covers. Those gaps tell you which article to write or fix next.
Free calculator
What is product support costing you?
Build a three-year ROI scenario for support, printed materials, localization and product data, using your own figures.
Subscribe to our newsletter
Get the latest on digital product experiences and industry best practices — delivered monthly.