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How to write compelling product description copy for your e-store - SEO (again)

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

Let's get back to the SEO part

OK, you followed my advice and now you have a spanking new description. Did you weave the key-phrases in it? I didn't think so. You already forgot.
It's OK. Now it's the right time to do it, actually. Read the description again and see where you can insert keywords and key-phrases. If you have to add another sentence go ahead, but refrain from being verbose.

Do some research, snoop the competition and see what they are using in their descriptions for similar products. It's not OK to copy, but it's OK to get your inspiration from others. It doesn't even have to be a similar product.

Link to other products and resources

Unless you only sell one product, you can try cross selling by inserting links to other products in your product description text. Often that can be more effective than the "Customers that bought this item also bought" or the "related products" box. Again, you are telling a story. If you can suggest other products to buy together you may be able to increase you sales and it will also increase your SEO.

You can also provide links to blogs and articles elsewhere on the web as additional resources. These can be additional information about the product or the "culture" around the product.

Careful how you handle those. In my experience it's usually best to open the links in  a popup window (the DHTML kind that does not open an actual new browser window) so that visitors don't leave your site never to return.

Call-to-Action

A call-to-action is basically a statement that creates urgency to purchase the product. Naturally, it is related to the product(s) you sell. But a Call-to-Action could be a statement like "Free shipping for orders over $50" or "Join our mailing list and get a 10% off coupon". The Call-to-Action can go near the add-to-cart button or at the end of the description.
It should be crafter to be unobtrusive yet evident and create a sense of urgency so that the user won't just bookmark the page and "think about it".

The effect of the Call-to-Action can be even more far reaching than the immediate sale. For instance, getting a visitor's email for inclusion in a newsletter list it's a great goal. But remember that when you ask your customers to give you something, you have to always give them something back. In fact, giving things away for free is a time honored business model on the web. If you sell Piano lessons on DVD, let them download a beginner, an intermediate and an advanced lesson for free in exchange for their email and their permission to send them a weekly "piano tips" newsletter.