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How to write compelling product description copy for your e-store - Read, Edit, Spell

Written by Marco Conti Tuesday, 09 March 2010 13:47

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Article Index
How to write compelling product description copy for your e-store
The SEO Factor
Don't use the manufacturer description
make my copy better
Watch your word count
SEO
Read, Edit, Spell
All Pages

Read, Edit, Spell, Read, Edit, Spell, Read, Edit, Spell!

Let me make one thing clear: You can never read, edit and spell check your copy enough. Also, don't trust your spell checker 100%, especially if you use an online spell check. Them and Then are easily mistaken but their meaning can be totally different. Google's spell checker won't catch that. Only your careful reading will.

When a new customer buys from your store, they are putting a lot of trust in you. You want to make them feel that their trust is in a good place. A pleasant, professional web site, is a first step. Professionally written copy is important factor. Don't ruin it with spelling mistakes. When I find spelling errors in otherwise professional web sites I can actually hear the sound of the record player scratching the disk. Immediately the perceived value of the site, the product they sell and the people involved, go down a notch in my mind. Don't give them that excuse.
You just can't afford it.

If you have followed my advice so far, you have worked too hard to ruin it this late in the game. Beside the spelling, read and edit your copy again and again. In fact, get into the habit of going back the next day and read it with a fresh mind.

Ask someone that you trust to read your copy. But make a pact that they have to be honest with you. No sugar coating allowed. They wouldn't be doing you any favors.

Conclusion

If after all this your copy is still wanting, maybe you want to reconsider hiring that professional. By now, you should have a good idea what to look for in a professional copywriter. Don't tell them what you read in this article, let him or her tell you about it instead.

Remember that copywriters, just like web designers, programmers and everyone else involved in building your web site, are not mind readers or have otherworldly powers. They cannot produce a decent product description out of nothing. You will still need to give them something to work with. In fact, in a sense what we are talking about here is not so much copywriting but "copy re-writing".

You'll have to give the copywriter something already close to its final shape. At the very least they will need the raw data and any relevant information regarding the product, the product line, the kind of culture around the product and so forth. The more unique your product, the more specific you'll have to be. The job of the copywriter will be to take your output and refine it so it will flow nicely while still providing the same information.

When you interview your prospective copywriters, you should look out for signs that they know what they are doing. Ideally they should bring up the topics I discussed in this article on their own. If they don't, try prodding them a bit but not too much. They should be able to explain in detail what their job is and how they are going to accomplish it. Have them explain to you what their approach to SEO, web accessibility and web technologies is. If they look at you blankly, move on and interview someone else.

The ideal relationship between you and your web team, should be that of close collaboration. Everyone should have a stake in your success, you included. You have to be able to pull your weight and show your team that you care and that you work hard, that you give their opinions the proper weight and that you value their input.

Otherwise, if you cannot muster the enthusiasm necessary to do the job, they certainly are not going to and the results will be mediocre. Mediocrity is the norm on the web. Make your site shine.

I hope this has helped. I am sure I have left plenty out, but I hope that with your comments I will be able to make this article more complete and more useful to everyone.

Good luck

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