Online Copywriting: How to Write Persuasive Product Pages | Alan Sharpe | Skillshare

Online Copywriting: How to Write Persuasive Product Pages

Alan Sharpe, Copywriting instructor

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11 Lessons (1h 38m)
    • 1. Promo: Online Copywriting: How to Write Persuasive Product Pages

      6:24
    • 2. GET FOUND: Start selling on page one of Google

      10:12
    • 3. HELP YOUR BUYER: Boost sales with better navigation

      9:46
    • 4. NAME IT AND THEY WILL COME: Product page title tags

      9:49
    • 5. DESCRIBE YOURSELF: Write description tags that attract buyers

      7:54
    • 6. GIVE YOUR BUYERS A MAP: Page URLS and navigation

      11:04
    • 7. IMAGE THIS: Use images and captions that capture interest

      8:12
    • 8. OFFERS: Make an offer they can't refuse

      8:35
    • 9. UPSELL: Increase profit while helping your buyers

      9:10
    • 10. SHORT IS SWEET: Write short product descriptions that convert

      9:28
    • 11. GO LONG: Write long product descriptions that wow

      7:55

About This Class

You face three challenges when selling products online:

1. The sales process starts long before buyers land on your product page

2. Potential customers can't handle your product

3. Potential customers can't talk to a salesperson (the way they do in a store) before they buy

To meet these three challenges, you need to start selling on Google. You need to write copy on your product pages knowing that this copy will show up in search results. You need to write product descriptions that work with product images, and choose product images that work with your copy. And you need to anticipate the most common (and pressing) objections and questions that your potential buyers have, and meet these head-on in your copy.

To be successful writing copy for online product pages, you also need to master the essential parts of each product page, namely:

  • page title tags
  • page description tags
  • short product descriptions
  • long product descriptions
  • image alt tags
  • offers
  • upsells
  • guarantees

This course teaches you how to write copy that sells products online. You learn dozens of online copywriting tips that help you craft effective copy for shopping carts and online store pages.

Transcripts

1. Promo: Online Copywriting: How to Write Persuasive Product Pages: selling a product online is vastly different from selling a product offline in three ways. First, the sales process starts long before the buyer lands on your product page. Second, potential customers can't pick up your product or touch it or try it on for size. And third, potential customers can't talk to a sales person before they by not the way they can in a store. Anyway. To meet these three challenges, you need to start selling on Google. You need to write copy on your product pages, knowing that this copy will show up in search results. You need to write product descriptions that work with product images and choose product images that work with your copy. And you need to anticipate the most common and pressing objections and questions that your potential buyers have. And then you need to meet these head on in your copy. Welcome to my course online copyrighting How to write persuasive product pages. I'm your instructor, Alan Sharp. I've been writing copy since 1989. I've written in all the channels offline online, outdoor, mobile radio, television, video and social on you. To me, I teach copyrighting to over 15,000 students from 146 countries. I'm one of the top rated instructors in the copyrighting niche on you. To me, this course teaches you how to write copy that sells products online. It's an online copyrighting course packed with tips on how to write compelling copy for shopping carts and online store pages. This course is divided into 10 lessons. Lesson one is all about why your sales pitch starts on Google. Most buyers visit Google before they visit your online store. So if you want your product page to generate sales, you need to write it for the search engines. And I show you how Lesson two is about navigation and how to write copy that helps your potential customers find your product pages. Most product pages air buried a few levels deep on websites. I show you how to help your potential buyers find the product pages they're looking for. Lesson three is about the title tag on your product page. Title tags are a major factor in helping search engines and your customers understand if your product page is relevant to them. Lesson four is about your product page description tag. If you want To increase the number of people who visit your online product page, you must write a compelling description tag in less than five. We look atyou, RL's and navigation. This sounds pretty dull. No, but you're you are. L and your navigation are two of the most important things you have to think about and get right when you're writing your product pages. Lesson six. You discover why a product picture is never worth 1000 words, and this lesson is all about product images and other visuals, how to choose them and how to write copy that works with those visuals. One of the secrets to success in selling products online is offers, and in less than seven, I describe seven offers to include in your online store and how to write captivating copy for each one. In less than eight. We look it up, Selves up cells that improve your customers online shopping experience and up sells that at the same time generate more revenue for you. Lesson nine is all about mastering the short product description. Your product description can make or break a sale. It's one of the most important pieces of copy on your website us and 10 is the final lesson in this course. We look at how to write long product descriptions. I give you five tips on how to ace this part of your product page. Every one of these lessons is filled with practical, step by step advice. I give you the tools that tips the tricks that I've learned over the decades. As a copywriter, I use dozens of examples from the real world of online product pages and shopping carts. I described what works, what doesn't work and why, and I give you lots of examples. I designed this course for intermediate copywriters who need to write online product pages that convert visitors into buyers. In other words, copywriters who need to write copy that sells products online. Learn more about the course by reviewing the course description and the course outline and the lesson plan below. Watch the free preview lessons, read the reviews from my satisfied students, then enrolled today 2. GET FOUND: Start selling on page one of Google: One of the big differences between a bricks and mortar store and an online store is where you meet the sales person. In the offline world, you decide. You need to buy something. Let's say, Ah, coffee table. You think about the stores in your city that carry coffee tables and you decide which one you're going to visit. You climb into your car, you drive to the store. You drive around and around the car park until you find a spot, you park and you walk into the store. If the store is a department store, the first thing you do is look for a store directory so you can head to the right floor in the store where the coffee tables are sold. If the store is a specialty retailer or a store on one floor like Walmart, you look for science that tells you where the furniture is. As you get closer to that section of the stories you're walking, you look for the area where the living room furniture is on display, and as you walk into that section, you look for the coffee tables. Here is where you meet the sales person, not at home not on the drive to the store, not as you walk into the store. Not as you look at the store directory on Lee when you find the part of the store that has the coffee tables here, and only here is where you hear those immortal words may I help you and your reply, of course. No, thanks. I'm just looking online that your shopping experience is vastly different. You decide you need to buy something, Let's say a coffee table. You boot up your computer or your tablet or your smartphone and you visit a search engine. Google, for example. You type in a search term something like coffee tables. Upcoming the results on the search page. Google assumes you are looking to buy a coffee table, and so it serves up a long list of online retailers who sell coffee tables. It also assumes you might not know what a coffee table is, so it displays a definition from Wikipedia. Helpful, Right? This is where you meet your first sales person. Actually, you meet 20 sales people on this page of search results. 20 sales. People are trying to get you to visit their store. The guy from struck Tube wants you to visit his online store. Look, he says. Bogota Coffee Table Natural. The gal from furniture dot c a. Wants you to visit her store. Hey, look at this Ellis rolling coffee table, she says. It's $959. I don't think so. Same goes for the sales people at a Kia Wayfair kg liens and on down the page. They're all saying something to grab your attention In the world of online retail copyrighting. This is where your job starts. Not on your stores. Home page, not on the product page, but here on page one of the search results for what you are selling. This is where you first meet your potential customer. This is where you make your first pitch for their business. This is where your job starts. As an online retail copywriter, let's start with the paid results. At the top of the page. Thies to search results are paid ads one fry Kia and one for Wayfair. The first thing you need to do with an online ad is demonstrate relevance. You do this by showing the potential buyer that you have what they are looking for. In our example, we're looking to buy a coffee table so these two keywords must appear in your ad coffee table. Put the keywords you are targeting in the first few words of your ad. Google gives your 20 characters before the hyphen and another 20 characters after the hyphen. Notice that both advertisers have also put these keywords in the U. R. L in the website address that further demonstrates relevance. The second thing you must do is give your potential customer a reason to click your ad and visit your store of these two ads. Wayfair gets it right and I Kia gets it wrong. Shop it Wayfair, and you'll save up to 70%. Saving money is a benefit. They also offer two day shipping free shipping. That's two benefits, and they do it in two days. That speed and it's free that savings notice that Wayfair even offers the free shipping in . There you are l. That's a smart move. I ki, on the other hand, simply tells you what they are selling. Glass and wood, coffee tables, many shapes and sizes. That's it. They do not give you a single reason to click their ad and visit their store. The third thing you must do with a paid ad is Take your potential buyer to the right place in your online store. Click the Wayfair ad and you arrive at the part of their online store that has their coffee tables. The breadcrumb navigation confirms this to you, and so does the category header. You're in the coffee table section of the store, but do the same thing with the I key ad, and you arrive at the part of their store that displays their coffee tables and side tables . The breadcrumb navigation confirms this, and so does the category header. You are in the coffee table section of the store. This is vital when you write an ad for a category of products like coffee tables. Don't direct your buyers to your home page or the furniture page in general or even the living room furniture page. Direct them to the category they are looking for. Now let's look at organic results. The organic results are the ones that the search engine believes are most relevant to you, the ones that most closely match what it is that you're searching for. You'll notice that Google thinks two things are relevant to me in this particular example, what I'm looking for and where I live. Notice that all of the search results have the key phrase coffee table in them. That's because the words coffee table are in the title of each page. If you want your product to appear in search results, you must put the name of the product or the product category in the title of your product page and noticed that plenty of the results are for Canadian retailers in general and retailers in my hometown of Kitchener in particular. Next notice that Google favors websites that have coffee table as a product category. The brick has a section of their store that is just coffee tales. So does last. Men's bad boy and surplus furniture. If you want, your product will appear on the first page of search results. Arrange your store in a hierarchy like this. Furniture, living room, coffee tales, Google and other search engines give more weight toe websites that are organized this way with organic search results like these, you have control of three things. The title of your page, which appears here in the search results, the website address or the URL, including the domain hierarchy, which appears here, and the description meta tag of the Web page, which appears here. These are the three areas of your product page that you must spend the most time on in order to get your product page or your product category to show up in search results. Remember the two main things. You must do our show relevance and give your potential buyers a reason to click the link to your product. You sure relevance by putting the keywords that the person is searching for into these three areas of your page, and you give buyers a raisin to visit your page, like giving them benefits. Look through these search results, and you see that these online retailers stress different features and benefits. Here they are, in order, coffee tables that I can purchase locally in my hometown. Coffee tables that are new or used coffee tables that are stylish, affordable, varying shapes and sizes and colors. Copy toe coffee. Coffee tables that are made from different materials, including glass and metal coffee tables that are rustic or modern coffee tables that are shipped free of charge coffee tables that you can buy in installments, coffee tables that nest coffee tables with drawers. You get the idea. That's just from one page of results. And as you can see, that's a lot of features and a lot of benefits. Your first job is an online retail copywriter is to discover what your buyers want, what they are looking for, then capture those things in the page title the U R l and the description sections of your product page. When you get these things right, your product pages appear on the first page of search results, and potential buyers collect the link that takes them to your store. 3. HELP YOUR BUYER: Boost sales with better navigation: before you can sell anything to anyone with a product page on your website, you need to attract potential buyers to that product page. There are three ways that prospects will find your product page online. They are the conduct a search for your product and find your page in the search results. Click the link and arrive at your product page, or they click on a banner ad or a Facebook ad or a text link somewhere else on the Internet and they arrive at your product page. Or they visit your online store and the either browse or search until they find the product page they're looking for. In this lesson, you and I are looking at the last method we're looking at, how we have to write the copy that helps our potential customers find our product pages. We're looking at navigation. Let's start with the home page, since that's where most shoppers begin their shopping on your website. One way to direct buyers to your product page is with a banner ad. This is the home page for Argos, a retailer in the United Kingdom. As you can see, they are promoting toys on their home page. That's because I created this lesson in December during the buying season that leads up to Christmas. And toys are a popular gift to buy and give at Christmas time. The secret to writing an effective banner ad is relevance and benefits. This means you must name what you are promoting, and you must give your prospect on incentive or a reason for clicking on the banner ad. As you can see, our Gauss names what they're selling. Toys. As you can see, they are having a sale. Let's read the copy Toy Spectacular plus AR £15 million clearance and so much more. Even more prices dropped. This copywriter has the right idea, but the copy is lousy with banner ads. Actually, with all online copy, you must telegraph your meeting immediately. That means you must use as few words as possible, and you must be direct. Toy Spectacular is a bleak saying. Toy Sale is direct. Calling it a $15 million clearance is obscure. For one thing, it focuses on what the retailer is doing and not on what the buyer is going to get. It says we are having a clearance instead of saying you save money even more prices dropped is also indirect. This banner would be a lot more powerful and effective if it said Toy sale save money on hundreds of discounted toys while they last. The next way to point buyers to your product page is to feature your product categories on your home page. This is the home page for Dell, the computer manufacturer. They list their six most popular product categories right on the home page. They do this with an image and with the keyword beneath the image, let's say you're looking to buy a monitor. You click on the image for monitors and up pops a navigation tree that asked you where you are going to be using your monitor at home or at work. You make your choice, and you immediately arrive at the page for monitors. The thing to remember here is that you must call the product category what your buyers call the product category. You must get into the mind of your potential customer and think the way that they think and speak the way that they speak. This example is straightforward because your potential buyer is looking for a monitor and so your image should be of a monitor, and the word you used to name the category should be monitor. Check out the home page of Sharper Image. They know that their potential customers arrive at their site not always knowing what they want to buy. All they know is that they are buying something for someone as a gift. This is why Sharper Image has two rows of navigation a top row navigation for people who do know what they're looking for any bottom row of navigation for people who don't know what they're looking for. But they know that's for a certain someone such as a woman, man or a child. While we are here on the Sharper Image site, let's talk about category and subcategory pages. When you are directing your potential buyers to your product pages, you also have to consider the copy you are going to use on the category and subcategory pages that lead your buyers toe where they want to go. As you can see with sharper image, every product they sell is part of a category and usually part of a sub category as well. Consider electric shavers for men, for example. You find those by looking under personal care. Here at the top of the page, you see the product category named and beneath the category is a block of body copy that sells you on the category. Quote. Let Sharper Image provide you with all the personal care products you need to improve your lifestyle. We have many different grooming tools, massagers, sleep solutions and beautification essentials. Looking for a gift for him? Why not the fog lis shower mirror? Or, if you need a special gift for her, check out the foot and leg spot. Take care of yourself and sharpen your image unquote. Most buyers will not read all of this copy, but the search engines will notice how the copy names some of the sub categories in this category, such as grooming tools, massagers and sleep solutions. Whatever they are, not a whole. Not all shopping carts have this feature where you can write a block of copy for each product category and subcategory. But if your shopping cart does use this feature, write a paragraph that names the sub categories and products within the category. Give your potential buyers a reason to stay on the page and the search engines are reason to index your page. The best way to find out what to write in this section is to do keyword research for the product category. This category is mens electric shavers. Do your keyword research and you discover what buyers are searching for. Take those keywords and incorporate them into the body copy that describes the product category. For example, on this sharper image page for men's personal care products, you would say Sharper Image has the best electric shavers for sensitive skin. By the way, if I was writing this copy, I'd use hyperlinks for the sub categories and products that they mentioned. The word massagers, for example, should be a link that takes you to the massage subcategory page. Same goes for the fog lis shower mirror. It's a product. There should be a link. You should be able to click on that word to take you to that page. Search engines follow links When the index your Web site, the more relevant your links are, the higher your place in search engine results. Let's talk about sub categories. As you can see, this personal care category has a subcategory of men's care since we're looking for a men's shaver will click on there. Now we're on this subcategory page for men's care. You see the subcategory named at the top of the page and another block of copy. Here is where you name the products that are in this sub categories, such as fog free shower mirrors and deluxe nose and ear trimmers on the Sharper Image Store . This is as deep as the categories go, which is unfortunate because, as you can see, there is no sub sub category for shavers. Look at the images, and you see that the shavers are mixed in among all the other personal care products for men, someone looking for a shaver and on Leah Shaver wants to find all the shavers on one page. Another disadvantage of this shopping cart is that it does not feature breadcrumb navigation, visit Walmart and go through this same exercise looking for a shaver, and you find yourself in a much better organized shopping cart, one that features breadcrumb navigation that shows you where you are in the store. And that helps you move from category Page two category page By clicking on those words in the breadcrumb navigation. A better shopping cart experience would organize the pages like this. Personal care Men's Care Shavers, with a block of copy for each category filled with keywords did Boost S CEO and help buyers find what they're looking for. In the world of online retail copyrighting, half the battle is directing and navigating and steering your buyer to your product page. If you remember that, you'll sell more online. 4. NAME IT AND THEY WILL COME: Product page title tags: when you sit down to write copy for a product page on a website. One of the most important things you need to get right is the page title, also called the title tag. The title tag is an HTML element that's found at the beginning of the HTML. It looks like this. It needs to be inaccurate and short description of what a page is all about. Title tags appear in two places in the title of the page like this and in Search engine results as the clickable headline for a given search results. Your page title is important for usability, for search engine optimization and for social sharing. Title tags are a major factor in helping search engines understand what your product page is about. And because they show up in search results, they are the first impression that potential buyers have of your product page. Here's how you write the title tag for your product page First, don't think of writing a grammatically correct sentence because you don't have to. All you need to do is write a phrase that contains the right keywords. When a format uses this order primary keyword, second air keyword store name. For example, Let's say your product pages selling fishing rods and you're selling the Berkeley lightning rod spinning rod In particular, You start with the primary key word, which in this case is the product name. Berkeley Lightning rod Spinning Rod. Then you add a space, a vertical bar and another space. Then you type the secondary keyword, which is fishing rods. You add a space, a vertical bar and another space. Then you type the store name Bass Pro Shops. Your product page title looks like this primary keyword secondary keyword store name. It shows up in search results like this. The store name in this example is a retailer. If the shopping cart was on the manufacturer sight than the manufacturer's name would go at the end of the title. Here's another example from a product page on the website for Aldo Shoes. It starts with the name of the shoe, then the type of shoe, followed by the brand name. Although this page title is perfect because it describes the page perfectly and it's optimized for search engines, all in just 45 characters. The key thing to understand here is that you are putting both the product name and the category in the page title. You do this because this is how people search online for products they typically start by searching for the category. Later, they search for a product by name or by brand. Let's stick with our example of people who are online looking to buy shoes before you write your page title. You need to understand what people type into Google when they're looking for your product. So you do your research and you discover that people who are looking to buy your product typically start their search by typing men's running shoes into Google. Your first job is to create a category in your shopping cart using that keyword term men's running shoes, a category page. Then you need to combine that category with your product name to create your page title. It will look something like this product name, product category in one phrase. Notice the format of the title. It includes the brand name, the model and the category. If the brand name is not important, put it at the end of the title or leave it off the title description altogether. While we're on the topic of brand names. Most potential customers eventually searched by brand name and model name or model number. For example, if they're searching for the aftermath. Snowboard, which is made by Burton, they don't search for aftermath snowboard, and they don't search for Burton snowboards. They search for Burton Aftermath, snowboard brand and then product name. Here's the next tip. Put your important keywords first, according to tests conducted by Maws keywords at the beginning of your title, Improved Search Rankings research also shows that people scan just the first few words of a headline in a search result. This is why you must put the unique thing about the page first. Typically, that is the product name. It's not the brand name. It's not the product category. So avoid titles like Brand name product category name of product titles like This have too much repetitive information at the front. All the results for this shopping cart will all start with the same brand name. For example, plus, if you put the product name at the end of the title, some search engines may chop it off and not display it, especially on smartphones, which have narrower screens than desktops and laptops. By the way, don't spam Google by putting multiple variations of your keywords in your page title. Don't write something like best men's running shoes by running shoes for me. Cheap men's runners. A title like this does not help your potential customers, and it's likely to get you in trouble with Google. They will put your product page on page one 159 of the search results where no one will find you. They'll penalize you for spamming them. The optimal length of your page title is 55 characters. Google typically displays the 1st 55 characters of a title tag. If you keep your titles under 55 characters, you can expect that at least 90% of your titles will display properly the full title. Look at these two search results for the same product. As you can see, the first title appears in full. While the second title is chopped off. Google tells you the title is incomplete by putting dot, dot, dot in the middle of the title. Another tip. Consider putting a call the action in your title instead of simply saying Apple MacBook Pro se by the Apple MacBook Pro if your store offers the lowest prices than put a call to action at the start of your titles, such as Pay Less for Apple Mac book pros. Naturally, putting a call the action at the start of your product pages. Gonna push the title, the product name and the other vital keywords further away from the start of the title, which is not advisable. But the call to action might boost their click through rates. Test this tactic and find out if it works for you. Another tip. Each product page on your website must have a unique title. Google Penalize is websites and shopping carts that have multiple pages with same title. Duplicate. Duplicate content is deadly to search engine optimization, so make sure all your titles are unique. Another thing to consider when naming your product pages is local S CEO. If your product pays is advertising a product that can only be purchased from your bricks and mortar store or if you're bricks and mortar store offers lower prices than online stores do, which is unlikely. Then put your city in your product page title. If you sell Rolex watches, for example, and if your store is in Toronto. Put those keywords in your page title. Someone searching online for a Rolex sub Mariner in Toronto will find your page immediately . Some people search online, but by locally. So if you need your website to generate foot traffic to your retail store, put your city name in your product page Titles finally think like your customer. Some online shoppers know exactly what they're searching for right down to the model number or skew. This is especially true for folks who buy parts online, such as parts for cars and appliances. If you know that your potential customers will search for your product by its part number or skew, which is a stock keeping unit, put those in your product title like this. When your page pops up in search results, your potential customers will see that you offer exactly what they're searching for. Unable, click on your link. That, of course, is true for all of your product Page titles. Think like your potential customers discover what they search for when they search for what you are selling. Discover the key words and phrases they use in their searches. Then put those keywords and phrases into your product page titles and see what happens 5. DESCRIBE YOURSELF: Write description tags that attract buyers: One of the things to remember about selling products online is that the selling starts before the buyer visits your product page. The selling starts on Google when someone searches for a product that you sell on your website, and when your store appears in search results, your potential buyers see a result like this the title of the page and a description. Google decides what appears in this description. If you have good copy in your meta description tag, Google will use that. But if you're meta description, tag is blank or if it contains duplicate content, Google will take copy from somewhere else on your product page and use that. Here's an example of what I mean. The only purpose of this description in search results is to get potential buyers to click your link and visit your product page. In other words, meta descriptions are there to generate click throughs from search engines. Google lets you suggest what copy goes here in the description. The meta description is a tag in HTML that summarizes the content of a Web page. Search engines typically display the meta description in search results whenever the phrase that the user search for appears in the meta description tag. The meta description tag is something that customers don't see when they are on your product page. It is designed entirely for search engines, so writing the meta description for your product pages is viol. When you write it well, you boost your ranking in search engine results, and that leads to more clicks, and those clicks lead to more sales. Just to be clear. Google and other search engines say there is no direct ranking benefit from the meta description. They say that they don't use the description tag in their ranking algorithm, but the benefit of writing effective meta description tags is obvious. Google measures click through rates to determine if your page is what searchers are looking for. If more people click your search results and Google moves you up in the search rankings, this is why optimizing the meta description is so important. First of all, make your meta descriptions under 160 characters. Long descriptions that air this length are shorter, and they appear in search results in their entirety. If you write meta descriptions that are longer, you take the risk that Google will skip your meta description and random copy from somewhere else on your page. Chances are this text won't be interesting to your potential customers, so they won't click. That's it. Google chooses the copy. The other problem with meta descriptions that are too long is that Google truncate your description in search results so your potential customers won't be able to read it anyway. Next. Include your focus, keyword Every product page that you write has a focus keyword. Usually that focus keyword is the product name. The focus keyword is the primary key word that you are targeting. For example, if your product page is selling the cannon e os rebel T six DSLR, then you're focused keyword phrases. Cannon E os Rebel T six. Your secondary keyword is DSLR camera or Canon DSLR camera. The reason to include your primary keyword in your meta description is to demonstrate relevance to search engines. If the primary keyword in your meta description matches the keyword that your potential customer is using in a Google search than Google will beam or inclined to use your meta description and highlight it in the search results, that boosts your chances of getting clicks put your focus keywords at the front of your meta description. You are writing for skimmers. Your potential buyers skim results, looking for results that are relevant to what they're searching for. So grab their attention by putting your focus keywords at the start of your meta description, not in the middle and not at the end. Give your meta description a call to action. Don't simply describe what's on your product page. Tell your potential buyers why they should click on your link and tell them what to do. Tell them about your free shipping your free return policy, your money back guarantee any other information that make sure link more attractive and compelling than the other links in the search results. Here are some examples of what I mean. One of them simply describes the page. The other one tells you what to do and why. If you are selling a product that is defined by its specifications, then use structured content in your meta description. Name the manufacturer. Give the model number, give the part number. Give the skew match your meta description to the content of your product page. Some shady online retailers try to trick Google by putting keywords in their meta descriptions that do not match what the retailer is selling on the product page. For example, some manufacturers will put the brand name or model name of a competing product in their meta description, hoping that doing so will fool Google into giving them a higher ranking in search results. The trouble is, Google is smart. Google spots this tactic and penalizes websites that use meta descriptions that don't match the content of the product page. I imagine that you don't want to be penalized in search results. You don't want Google to penalize your Web pages, so use meta descriptions that match the content of your product pages. Right? Unique meta descriptions. Another thing that Google penalises is duplicate content. If your meta description is a duplicate for meta descriptions found elsewhere on your site or elsewhere on the Web, Google notices that and reduces your ranking in search results. The quickest way to get penalized by Google is to use the product descriptions that are supplied by the manufacturer. There are two problems with manufacturers. Copy First. Lots of lazy store owners simply copy and paste this copy into their meta descriptions this leads to dozens or hundreds of product pages all across the Web Having duplicate content. Try saying that quickly. Google penalize you for that. And second, most promotional copies supplied by manufacturers is lame. It's even terrible. Sometimes it isn't even grammatical. This computer is a lousy job of selling your product, so not only do the search engines not like it, your potential customers don't find it appealing either, and they skip your link in search results that keep scrolling. They go somewhere else. So here's the rule. Always bright, unique meta descriptions. 6. GIVE YOUR BUYERS A MAP: Page URLS and navigation: this lesson is all about your girls and navigation on your e commerce site. This may sound a little dull, but it's one of the most important things you have to think about when you're writing your product pages to sell stuff online. Descriptive Urals and navigation structures help customers navigate your site more easily, and Google loves a site that can understand quickly. In this lesson. I show you what you need to think about and right about to make sure your site is easy to navigate. You're you are. L is your website address. Or, to be technical, it's your uniform resource locator. Think of your URL like your calling card that lets people know exactly what your site is about, and it includes branding. But did you also know that your URL effects search engine optimization Here's how having a good U R L boosts your S e o Reason Number one. It improves your user experience when you have keywords in your URL. Everyone knows what your websites about and that is, and users and search engines included search engines. Understand what your websites about in that boosts your ASIO and and user see your U R L and they understand what you're about, and they click to carefully crafted you. URLs that explains site content easily are great to. Instead of a forward sloshing than a bunch of numbers, we can actually see what we're going to get when we click on the link. Imagine you're selling essential oils, for example. Which of these is a more compelling link for you to click on this one or this one? I think it's pretty clear to see that the second link is better. It's clearer, and both the end user and the search engines will be much clear on what it is that's being offered for sale. Reason Number two. It can improve your rankings. Though the girls don't carry massive weight in search engine rankings, they do have some influence, including a key word that you're trying to rank for in your URL can help Reason three link clicks and anchor text. Imagine that you see these two links online. Let's think of this is link A and let's think of this as Link B. Which one are you more likely to click on Link A or link? Be link be, of course, because you can see exactly what you're getting from the earl. This is known as a semantically accurate earl. Posting links like Link A on Facebook forums, blood comments and other places isn't going to get you far. People just won't click on them, but links like Link B will garner more clicks and will serve as their own anchor text. So again, it's win win now, once you've got your u. R L. Write your navigation labels. Navigation labels appear in both your URL and on your site itself. Think of navigation labels like Sign Ege above the aisles in a bricks and mortar store. Check out Flora Copia, for example. Their navigation labels further online store are essential oils, flower essences, body and skin care and herbs. When you're using navigation labels, think carefully about how your customers shop. Don't just divide your products in tow arbitrary categories. For example, it makes little sense in an activewear store to make navigation labels based on color. Let's say your website cells activewear. Your navigation labels will be hiking, winter sports, water, sports ball, sports working out and so on. When you're creating your navigation labels, think of the keywords you're targeting with your site. Incorporate those keywords into your navigation labels wherever possible without affecting usability. For example, if you're a designer clothing store and you found people search for designer shoes, then create a navigation label that says just that instead of shoes, says designer shoes. This helps search engines pullup your site. When people enter that search term. When they're looking for something to buy, take a look at Millet Mountain. Their main categories across the top are men, women and hardware. If you hover over any of these, you find many other categories. Some of these are targeted two key words. For example, someone searching for Gortex boots or climbing shoes will find this website high up on search results because these keyword terms are included in the navigation labels. When creating your navigation, look at product categories. Sure, you've categorized by some main features, but you go even deeper into this. For example, let's say you're running a kitchen goods store. You'll have created your navigation labels based on product type, for example, you have kettles. We'll be under one label ovens under another one, dishwashers and so on. But you also might divide these products by brand as well. For example, you could have the options on your site of shop by product type or shop by brand again dive into keyword research for this. If people are searching for Whirlpool refrigerators and you stock them than making this, a product category helps both your users and the search engines find what they're looking for. Think about the different ways that people approach your online store. What are they looking for? What are their requirements? Are they thinking about colors, seasons, brand names, engine sizes, product types, price points? Whichever factors are relevant in their choosing process, include them in your navigation as product categories whenever possible. But remember, keep the most relevant category for your main navigation labels on your home page to boost S CEO further right. A general description in each of your product categories. So let's say you sell beauty products. Someone is looking for hair conditioner, so they click on that navigation label and are taken to a page of hair conditioner products to choose from. To get visibility for this navigation page on search engines, Target keywords in four ways. One used the key word on the title page like this. Look at the red boxes showing how they used the term kids. Hair care in the page. Title Tip number two used the key word in the heading of the page like this. The red box highlights the key word in the heading of the page again. Kids. Hair Care Tip three Used the key words in a paragraph at the top of the navigation page, right around 200 words and include the keyword a few times as long as it flows naturally and dramatically. This has the effect of turning the navigation page into a landing page. Search engines will find the page based on the key word usage, and they'll bring customers right onto that page from their search. You'll notice Bunnies doesn't have a paragraph at the top of the navigation page, so I'll show you a different example. The red highlighted portion of this page is a paragraph at the top of the navigation page for E liquids. It includes the keywords of e liquids and Vape juice. Tip for used the key word in the links to the products, but only do so if it flows naturally. Don't stuff keywords. So now you're clear on creating categories and navigation labels. You know how to make your navigation page. Stand out to the search engines by using keywords. Let's cover one more form of navigation before we wrap up this lesson. Breadcrumb navigation. Remember the story of Hansel and Gretel? When they ventured into the woods? They dropped little pieces of bread bread crumbs on the trail behind them as a way to follow them back to their home if they got lost now, despite how that didn't work out so well for them. If you read the fable, breadcrumbs work very well on websites. A breadcrumb is a text path usually located at the top of the page. Let's take a look at two of the main types of bread crumbs used in e commerce. This is a hierarchy breadcrumb or a location breadcrumb. It shows you which categories and sub categories you're in. This is an attribute breadcrumb. It shows you the product you're looking at based on color style or other attributes that could be selected. Look at this diagram to clearly see the difference between location, breadcrumbs and attributes. Breadcrumbs. Why use breadcrumbs? Well, for one thing, Google loves him Google often shows them on search results. Google looks at your breadcrumbs and sees another form of structure in addition to your navigation labels and your product categories. Another benefit to breadcrumb navigation is that it lowers bounce rates. It's very unlikely that your users will come in via your home page. Every part of your site is a way for people to get to your Web page. But what if the user doesn't find what they're looking for on that page? If there's no breadcrumb path, they might just go back to Google. But if they see how to easily find other options on your site by clicking back up the breadcrumb chain, their whole experience will be different. Add breadcrumbs to your site. Add them using the Yost S CEO or a breadcrumb plug in. You can add them by hand, but you'll need to use. It was known as structured data to ensure that Google understands that breadcrumbs. Remember, you don't want your site to look like a forest that's impossible to navigate, so leave sign posts in the form of product pages, product categories, strong you RL's navigation labels and breadcrumb navigation. Your website visitors will reward you for your efforts. They'll buy your products 7. IMAGE THIS: Use images and captions that capture interest: Let's talk about your product presentation in your online store, so you've got your potential customer onto your website. They've chosen their category, the product category, and they've seen a product that captures their interest. How you present the product here is crucial. Presentation here makes or breaks your sale. In this lesson, we're going to talk about visuals and product descriptions. These are the two factors that make up the presentation of your product page. We have seven tips for you to make sure your product presentation makes buyers want to click. Add to shopping cart. Let's get started. Tip number one. Use visuals for features. Body copy for benefits. As a copywriter, you should know the difference between features and benefits, but I'll refresh your mind quickly. Features are surface statements about your product. Like their specs, they're designed their capabilities. Two features of this coat are that it is patted and it's waterproof. Benefits described how these features benefit the consumer's life. The product description here says, a luxurious coat insulated with water resistant down for total winter protection, so luxurious and insulated with water resistant down those air features. Total winter protection is the benefit reading on. It says that this coat is the perfect winter solution for the hills or the High Street. This is clearly another benefit showing where the consumer uses it and the benefits they'll get from using this coat. So back to our tip. Use visuals for features. Body copy for benefits. This is a good rule of thumb for product presentation. It reminds us that pictures do a great job of illustrating features. This could be plain images of the product or images with added labels such as waterproof or secret hand warmer pockets. For example. The body copy is where you expand on these features and explain how these features benefit your customers lives if they buy the product number two right body copy to describe the visuals. Unfortunately, shopping cart rarely have captions, so you can't rely on the picture alone to represent a product when it's in the shopping cart. So describe your visuals accurately in the body. Copy Taylor this for different sizes and different colors, so it's clear what your customer has in their cart. Check out this product page for Sam's beauty. For example, see the shopping cart in the top right hand corner look at how descriptive the product description is. Upscale. 100% UN processed Brazilian Virgin Remmy human hair lace front wig, Natural wave 18 inches. Then it has the color selection, which is natural. This gives us all the information we need about the product. If we're referencing our shopping cart, a simple picture would not suffice. Now on to tip number three, right your body copy with the visuals in front of you. When you're looking at the visuals, you see features you've missed. It might be something as simple as a contrast ing zip color on a sweater or gold engraved detail ing on a Vape pen. These might not seem important, but these little details sway buyers from being positive about the product but unsure whether to buy to being eager customers. Make sure you have the visuals in front of you. When you're right, you're copy, so you don't miss anything. Tip number four. If you picture a feature, describe it and the benefit. If it's in the pictures, it should be in the text. Showcase the feature in the text and explain how it benefits the consumer. Here's a great example again from Sam's beauty. They sell lace front wigs, and here they go into detail about wig cap construction. If they just had the images here, this product description would fall short. Look at the image on the left hand side. As an example, the picture has a caption of stretch cap. This is a feature, but the text adds a whole lot mawr about the feature and how it benefits the customer. Pure stretch construction. That's a feature for the most comfortable fit ever. That's the benefit. Secure Cap hugs the head any size and shape again. This is the benefit now for tip number five. If you name a feature and benefit Illustrated, this is like tip number four only in reverse. If a feature and benefit is explained in the body copy, there should be a picture of it, too. Let's look at an example. This is Let me take a deep breath. The Gillette Venus Silk Expert. Intense pulsed light hair removal system Beauty edition BD 5008 What I like here is the selection of images down the side that show various features, uses and benefits of the hair removal system. Not only are they describing the features and the benefits in the copy, their illustrating them in the images. This is a good practice now for tip number six, right s CEO image. Cult tags when you upload your images of your products, always include all tags that describe the images. This has two benefits. It helps people who are vision impaired or who are using screen readers know what the images are. And secondly, Google loves all tags because they tell Google what an image is about. Google can't index images only the descriptions of the images. When you upload your images to your media library, there will be a field for alternative text or all texts in this section. Put a description of what the image contains. Put target keywords here, if possible. Tip number seven. Allow buyers to zoom in and move around your images. Amazon is great for this. You hover over the image and zooms in in a new window. Then you move your cursor around to various parts of the image and see them in more detail . This allows potential customers to see the tiny details that matter to them. Many e commerce platforms have this feature, for example, three D cart calls it Dynamic Zoom. Otherwise, you can get it from plug ins. For example, there's a Jaqui resume plug in for Shopify. The key thing to remember about selling online is that the experience is different from shopping in a bricks and mortar store. In two vital ways in a store, you can pick up the product, touch the product, hold the product, inspect the products online. You can't in a store. If you have a question, you can flag down a sales rep, I hope and ask your question online. You can't at least not very easily or quickly. This is why visuals are so vital to your success when you're selling online your potential customers. I need to see what they are buying. So the MAWR images you can show of your product the better. Just remember that no image is ever worth 1000 words. You need great copy to describe your visuals. So if you show a feature with a visual, describe the benefits with words. And if you describe a feature with words illustrated with the visual, you'll give your potential customers a better shopping experience and you'll sell more products 8. OFFERS: Make an offer they can't refuse: Everyone loves a good offer, right? A bargain. I know I do. I imagine you do, too. Your potential customers are no different in this lesson. I'm gonna talk about seven types of offers that you can give to your online customers and how to write. Offer number one is free Shipping. Shipping charges are super annoying. Have you ever got a great deal online only to find that when you go to check out it have been better off going to a store? Free shipping, especially on large items, is a huge incentive for your customer to click. Add to shopping cart. Need proof? Check this out. This graph from e consultancy shows that free or discounted shipping offers a great deal of customer satisfaction. 74% of respondents say that free or discounted shipping is a great part of a satisfying online shopping experience. Unfortunately, if you're coy about offering the service, you'll miss out on the benefits of this conversion tool. Display. The fact you are offering free shipping prominently on your page like this. This company clearly explains their free shipping policy right above their logo. The bold font draws your eye and make sure you see it because the header stays the same, which ever paid your on, including on product pages like this one. You can see the message of free delivery wherever you are on the site, which is good. Offer number two. Buy one. Get one free because this is likely to be a limited time offer. Unless you're crazy, generous and have margin to throw away, you should really shout about this on your website. Don't do it this way. Lime Road is a fashion site. Here's a page all about their buy one. Get one offer Looks all good, right? Well, it would be good if this was the landing page you get to when you hit lime road dot com But it's not. This is This is what you get. The buy one get one free offer is nowhere to be seen. I stumbled across the former page by accident. I doubt that most visitors to the site even know it's there, so the promotion won't drive sales, which, of course, is the whole point. You're there to get sales. If you use buy one, get one free. Make it prominent on your home page now for offer number 3 50% off. Obviously, this is the same as a buy one. Get one free. It's going to be for a limited time, so plaster it all over your homepage for maximum effect. Walgreens does it right. All kinds of percentages off different products. The first thing you see when you land on their website. Now for offer number four store card discounts, this is along the lines of Get one of our store credit cards and get 15% off your next purchase. Wal Mart are great at getting this right. This is what pops up if you go to Wal Mart Money Center. But even more impressive is their home page. Not only do they have a banner touting this offer, they have two banners. The only disappointment is that the banner doesn't stick when you go onto a product page. If you offer something like this included in the header throughout all your product pages for maximum visibility now on to offer number five financing, buy now pay later. That's an amazing incentive for customers to click the add to cart button. Amazon does this very well. Once you've added an item, share cart a financing offer pops up. Your CART is eligible for six month special financing. You can include finance information on product pages or after the item is added to the cart now on to offer number six order. Now get it delivered by dot, dot 60.0.1. Downside to online ordering is that it takes longer to get your item. Then if you just go out to the store and buy it so including delivery dates on your product page can be an attractive incentive on offer for them to buy. Now for our last offer, type number seven discount codes. Everyone loves a discount code. Check out how you to me incorporates this on their sales pages. Instead of waiting until the cart to show that they're discount code available, they show them right there on the product pages. This prompts users to Google you timmy codes or you to me discount codes to see if they can get a discount before they buy. If you to me had left it until the shopping cart, they may have lost some customers who were looking for a bargain before they clicked. Add to cart. Now we're done with the offers. Let's take a look at guarantees guarantees are an effective way to tip customers into a purchase. After all, when we consider buying a product, especially buying a product online, were concerned about risk. We're risking punching in our credit card details without having touched the product or seeing it in person. That's why guarantees work really well in online stores. But to be effective, they have to be written. Well, let's check out Ah, couple of examples. I like this example from Land's End went on the product page. You click on the Shipping and Returns tab. The first thing you see is there guarantee quote guaranteed period. If you're not satisfied with any item, simply return it to us at any time foreign exchange or refund of its purchase price. Unquote, this is simple and effective. I like the guaranteed period phrase that makes it sound like they're a hassle free place to make returns to. If someone is on the fence about an item, they're undecided. They're more likely to go ahead and order when they see a guarantee like this. Surely they might end up returning the product, but they might end up loving it and becoming a customer for life. A swell. If they didn't know that returns would be this easy, maybe they wouldn't have taken the chance in the first place. This guarantee reduced the risk of the purchase. When you write a guarantee statement, make it reassuring. Focus on making sure the customers satisfied with what they've bought. Sometimes websites use phrases like if it's not what you expected, or if you're not satisfied for any reason in your guarantee, be clear about how, when and why you offer refunds and accept returns. The main things you need to get across in the guarantee statement are that you care about the customer's experience. You're not just out to get their money, the time frame they have for returns or refunds. Is it within two weeks? Is it within a month? Is it lifetime? How long does the guarantee last? Then there's the reason why will you accept a return? And why won't you? If it's damaged, the color doesn't look the same as it did on their monitor. Make this clear in your guarantee statement. Tow. Avoid disgruntled customers later on. With all of these in place, you'll write an awesome guarantee statement to tip unsure buyers into willing customers. Place your guarantee near to your add to cart button for maximum effect. Which brings me to my final point. Great offers and great guarantees only work if your potential customers see them. So make sure your Web designer is up to date on the latest research and best practices about website usability and navigation online. What you say is important, but sometimes where you say it is even more important. 9. UPSELL: Increase profit while helping your buyers: have you ever walked into a McDonald's and ordered a hamburger on the person behind the counter asks you. Would you like fries with that? That was an up sell. That up cell is something that you offer to your customer. When they're already in the process of buying something, you offer them an upgrade or an accessory or extended warranty or something else. There are two benefits of up self. You make more money from the transaction, and you show that you care about the customer's experience enough to suggest what else they might need. Do up cells badly, though, and you look money grabbing and end up annoying your customer in this lesson will look it up cells and how to present them for maximum effect. When you are selling online, check out this page from funky pigeon dot com. It's a British greeting cards and Gifts website here. I've just chosen and personalized a birthday card before I move on to enter my card, an email address and address. It asks me toe at a gift to my order. I can add up to three gifts to be sent with my order one gift per category below I can order a gift, some chocolates or candy and a gift card. Look at the items along the top row as an example, The teddy bear is 9 99 Those Montezuma's chocolates are 1999 and that Marks and Spencer's gift card is 20. If I buy all three, I spend a whopping 49 98 extra, considering I only came to order a card for less than three. Buying those extra things is significant. This page works for three reasons. The gifts that they present are typical gifts you buy for pretty much anyone. They're not particularly quirky or specific. Secondly, they offer a good amount of choice. If you scroll down, you'll see they are for six choices on the page itself. This is enough for it not to be overwhelming as an up so. But at the title of each category, there's a Seymour button. This is great if you want to add a gift but can't find what you want Among the six options that they present. The third reason that this works well is how clearly and simply it's presented and long before you reach the payment screen. If it was done on the payment screen, it would look like mawr of, Ah, last effort toe. Grab your money, but done like this, they're helping you make your friend or loved one's birthday special. Let's look at another common type of Upsell, the protection plan. Amazon offers protection plans on many of the products it sells. I like the way they provide two options and present them just above the add to cart button . If you are buying a laptop, these offers make you pause and think, Do I need a protection plan? Three years? Action and protection that says this immediately gets you thinking about accidents you could have with your laptop or accidents you've had in the past. With laptops, the prominence of its position highlights its importance. I expect this is an effective up sell for Amazon. If you sell electronic products or expensive products, highlight any protection plans you offer as prominently as you can. If you don't so greeting cards or expensive electron ICS Don't worry. There are plenty of other types of up cells out there. Let's look at a couple more first, let's check out sites that draw you in with a low priced offer than offer product levels as it up. So this is the joint page of elegant themes. Advertising tells you oven $89 per year feet, but when you get to the joint page, you're presented with an up sell. Often you can get lifetime access for 2 49 below each option. They offer a comparison of what you get with each package. Let's look at another example of the same concept. Here's the ad from Virgin Media here they promote an online exclusive of £5 a month for nine months. Read the headline. Better than half price Fibre optic broadband with unlimited downloads for unlimited entertainment. This will pull plenty of people in £5 around $7 for a month's worth of Internet. Not back. But this is their Web page. You clearly see the £5 option on the left, but the next option over is only £10. As you scroll down the table, you see that you get 60 TV channels for Justin Extra £5 a month. That's a pretty attractive up, so, but they haven't stopped there on this page. They up sell three packages with different levels of features But this doesn't even feel like an up. So having so many options available allows the customer to choose the package that is right for them. This works well. Let's look at another example. Let's pretend for a moment that we're going to Marrakech. Not too painful to imagine, right. I'm hitting booking dot com. The LeBron the Rose looks nice. That pool looks tempting in just $125 per night. That's not bad. When we click into the page and look at our options, we see the $125 option. Is there absolutely. But so are plenty of other options. For 100 $38 just $13 more. We get breakfast or 1 75 this $50 more than the original price. We get both breakfast and dinner included. These are attractive up cells. What's more, if we keep scrolling, there's yet mawr up cells booking dot com shows us other room types, like a double room with a sofa bed Again. None of these look like sneaky up cells trying to squeeze extra money out of you. Rather, their options to help you the customer, choose the experience and the product that you want. Now let's look at some different up sell packages from various retailers. Let's say I'm buying an iPad after I've chosen my color storage amount, WiFi connectivity and so on. If I want an additional protection plan, I'm taking to this page in this instance, the upgrade engraving is free, but it's a great example of an effective Upsell. The huge heading would you like to add? Free engraving leaves us in no doubt about what this page is about. Having the box to type in your personalization right below the headline is also very effective. It makes the experience seamless. Also having a message under the headline Clearly showing us how to skip this step by clicking on a clear add to bag button at the top is also good practice. It means we don't feel trapped into including an option in our purchase that we don't want . You can use this same idea with a paid edition toe, a product in your online store. Give people a chance to opt out easily. If you use Shopify, you can easily add the option to engrave or monogram a product that you sell or just about any other up cell you want to use to customize a product. Instead of creating variants of the product you're selling, you can add line item properties. Line item properties are custom form fields you add to the product page at a line item property toe. Let customers enter text for engraving, for example. Alternatively, use a product customization app from the shop of I app. Store easily up cell paid customization to your products. Think about the kinds of up sell products or features you could offer on your products. For example, if you sell mattresses, offer mattress protectors, you can think outside the box to if you sell stoves. You can, of course, offer protection, but you can also offer a pan set. Whatever you do, present the offer in a prominent place, preferably long before the payment page. You want your customers to still be thinking about what they want and how to enhance their own experience. Catch them before they get their credit card out and start to think mawr about the expense that they're about to make. If there's one tip I want you to take away from this, it's that up cells should always enhance your customers experience. After all, your customers are the people who pay your bills right 10. SHORT IS SWEET: Write short product descriptions that convert: imagine that you've got a potential customer on your product page on your website you got your image is ready. Your add to cart button there. Now your job is to sway your customer with copy. The product description can make or break your sale. It's one of the most important things on your website, so let's have a look at how you can wow your customers with words and get them excited to purchase your product. Tip number one. Rank your features and benefits first, make a list of all your features and all your benefits Features are the characteristics of your product. Benefits are how those features help your customers. For example, a future could be waterproofing on a coat. The benefit is that you can wear the coat all year round, even when it rains or snows. Once you have your features and benefits listed, put them in order of importance to your customers. Look at this chair for my Kia on the right hand side. In the highlighted area, you can see a feature and a benefit. You sit comfortably. That's a benefit. Since the chair is adjustable in height, that's a feature. This is obviously the most important feature and benefit combo because it's the only one mentioned in this section off the page. When you scroll down, there's a whole lot Mawr that you learn about this product. Let's look at the highlighted one here complies with California TB 1772013 Flammability requirements. Now that's not an exciting feature. It's a feature, and it should be mentioned. But it's ranked lower on the page than comfort and adjust ability of the chair for good reasons. Customers just don't care as much about that compliance. Once you've compiled a list of your features and your benefits and rank them in order of importance, we move on to tip number two. Alternate between features and benefits. The last thing anyone wants to read is a dry, bulleted list of features, features, features and then along gushing paragraph of how this product is going to improve their lives. The bulleted features list will feel boring and will be boring, and the benefits paragraph will feel way over the top. But when you intertwined the features and benefits, you mix them up. A wonderful thing happens. The features no longer sound boring and irrelevant and the benefits no longer sound like fluff. They're backed up by the hard facts of the features. This is an excellent example of weaving in features and benefits. They've also included multiple benefits per feature, which is an excellent practice. This is a magnetic building set. Let's look at how they've done this so well. As the pages long I've highlighted just one section for us to study. The The English is not quite correct. I think this is a Chinese product, but the structure of the product description is excellent. No more mess in your kid's room. That's a benefit. Comes with a storage box. That's the feature. Let your kid play Quach Ouaddou Exciting magnetic building blocks set and put them in a storage box. After playtime, you get clean kids room. That's a benefit your kid doesn't lose. Parts. Spence benefit You see how they have identified two benefits of having a storage box, and they've interwoven the features with the benefits. It's a good example now for our next tip. Tip number three. Bury the Tech unless it's hot right now, just like the I key it share that meets the California Fire Code your products are likely to have a lot of technical specs specifications, but unless those specs are hot right now or important to the user, bury them. I mean, put them lower down on your page or preferably put them last or put them behind a tab. Depending on the product, this will look different. For example, the dimensions of a large corner desk are important. You need to know those need to know if it's going to fit in your office. So in this product description, the dimensions are included in the top portion of the Amazon description is that have buried further down the page? It's important, so it's mentioned first. On the other hand, the shelf dimensions are really not as important, so they're buried in the longer product description, only to be found. If you scroll down tip number four, paint a picture and put your customer in it. The customer is already trying to imagine what their life will be like with this product, so do them a favour. Put them at the center of the action. This is a product description for a stroller. In all honesty, it's a bit too techie for my taste. But the underlying part is what I like. Allowing your child to recline comfortably when you hear that you immediately have an image of a child reclining in the stroller. And if you're a parent, it's probably your child that you're imagining. This is great because it makes the consumer fit the product into a mental image of their lives. If the benefits a picture are strong enough, this will convince them to buy Tip number five, meet customer concerns head on. Customers have questions they want answers to before they buy an item. Amazon knows this really well, and that's why they created the question and answer section for every product. This is great, but it's better when you preempt those questions and answer them before the customer even gets a chance to ask. Here's some examples that people have about products that they're want answers to before they buy Are the crystals Swarovski? Is this compatible with Australian DVD players? If I can't make the coach and call, will there be a recorded version I can listen to afterward? Some customers have questions about the buying process. Can I return it? If I don't like it, will it be here before Tuesday. What if the item isn't as described on the website? The questions are endless. So first think of as many questions as you can look up items like yours on Amazon and see what people are asking questions about. Then answer those questions and include them in your product descriptions. Your answers could be the difference between a customer deciding to buy your product or clicking the back button and going to a competitors. Now for our final tip. Superlatives are the best ever heard of. Good, Better Best. Which of these sounds like the item you'd most want to buy? This is a good car. This is a better car. This is the best car, the last one. Of course, we all want the best, so we've superlatives into your copy to make an impression on your reader. Superlatives include largest, smallest, fastest cheapest, but always make sure that your superlatives are true. Don't con your customers also provide proof. If you say that you have the fastest computer to load than quantify that, tell people that loads in three seconds as opposed to 10 seconds. For example, let's compare the product page for the iPad Pro with the one for the Galaxy Tab s three. They both have strong superlatives. Apple is certainly not shy about shouting out there, superlative the world's most advanced display. But just in case you were going to, you can scroll down on that page and read why Apple has the most advanced display in the world. They packed this paragraph with features and benefits. The screen is brighter. It's less reflective. It's more responsive. They explain why it's the best they prove why it's the best. Let's see how Samsung compares with their copy. This is the only part of the page where they use a superlative. It's the first, and I like how they do it. Charge fast for less downtime. The tab s three is the first tablet to support fast charging with up to 12 hours of video playback time for less downtime. Then they have the figures below. I like how they back up their superlative with features and benefits. We've come to the end of our six tips on how to write awesome short product pages. Put these six tips into practice the next time you write a short description of a product that you're selling online and remember, plenty of your potential customers will read your short product description before they read anything else. So if you want to boost your sales, boost the effectiveness of your short descriptions. 11. GO LONG: Write long product descriptions that wow: Sometimes the short description of a product isn't enough to get your customer to click the add to cart button. Sometimes it is, but other times customers need MAWR information to make a decision. This is especially relevant if they're comparing your product with another one at a competing market. They want to see technical specifications, plus the benefits and features they can expect if your product is the one they choose to buy. This is where long product descriptions come in. These air, sometimes called product details and can be found on the product page further down from the short description. Sometimes you include a long product description as the main description on the page and other times, your product details were found on a tab below the main description. Something like this. Let's run through our five top tips to follow to ace your long product descriptions. Tip number one. Keep your sentences short and simple. This is an example of what not to do. Now. Let me take a deep breath before I start. Our classmate tech pack is not only super durable and comfortable to carry, but it's also designed to keep their laptop or tablet safe and secure, since we all know they can play rough and we spend a lot on those expensive electron ICS unquote, that's 44 words. It's far too many. This product description for a Minnie Mouse luggage set is much better. Give your fashion loving girl this adorable Minnie Mouse three piece luggage set. That's just 13 words. She will be traveling in style with all her necessities with her. That's just 12 words, and it's still convincing. You also want to avoid convoluted sentence structures. Here's an example from Land's End. Let's read the start of the product description. The squall system provides you with the opportunity to customize your protection and warmth . That sounds vague. I don't feel clear on what I'm getting after reading that. Choose your level of whether protection would have been much easier to understand. Now. For Tip number two, break up long copy with subheds. If you have a long product page, you need subheds. Long product pages are common for expensive products and for products were a few simple product photos, and a little bit of body copy isn't enough. Subheds. Subheadings Break up the material and make it easier to Digest pictures can also be used to break up long copy. Gala Darling is selling an online course called The Radical Self Love Boot Camp. Here's the beginning of the long product description, and I mean long. She breaks it up with sections such as Learn Mawr, what's included and frequently asked questions. If you need to write a super long product description to showcase all the features and benefits of what you have to offer use subtitles and sections like these, they work wonders to keep your readers attention. Now let's move on to tip number three. Put your buyer in your copy. This means you have to bring the producto life. Don't talk about it like it's a product on a shelf or on a hanger. Talk about it like your customer is already using it and enjoying it in their lives today. Here's an example of how not to do this. This is from the long product description for the Galaxy Tab s three Doom or by simply attaching the magnetic keyboard to the tab s three. The optimize the layout and increased space between keys helps to eliminate errors for an enhanced experience on the tap the only thing they've said about the customer is doom or which doesn't sound very inspiring, does it? Couldn't this have been much better? Let's say typing on a tablet is difficult. So attached the magnetic keyboard to the S three. It has more space between the keys, too, so you find it easier to type and you make fewer errors. That makes me picture snapping the keyboard on and typing away happily, the existing description does not. It just sounds like headache inducing jargon. Now for Tip number four, tell a story. This is similar to Tip three but takes your reader to a whole new level. Let's check out an example first. This is a page from Littlewoods and selling a Lego set based on the Batman movie. Let's read the copy in the product description. Cruz in flight mode with Batman and Robin at the controls of the powerful batwing. But watch out. Harley Quinn is shooting her rapid far cannon and trying to take you down. Fire the spring loaded shooters and disk shooters, then flip the wings into landing mode and take the battle to the city streets. Released the car from the back of the batwing and drive after Hurley, Beware of her hammer attacks and strike back with Batman's battering. You must capture this supervillain before she causes even more chaos. Exclamation mark. It's not great. Since it's a toy. I think it makes sense to describe it in such a playful way. All of the features of the toy are listed within this description, and we all know what the benefit is. Lots and lots of fun for kids if you have a product that provides a particular experience, or if your brand is quirky than tell a story when you're describing your product now for our last tip, number five right unique descriptions, every product description, you right has to be unique. You might think it's a great idea to go to the manufacturer's website and copy the description they supply for the product and paste it into your website. But this will have disastrous consequences. Fear sales. Taking a description from Amazon or a description from another website or description from anywhere else except your own head is courting disaster. This is because search engines such as Google look for sites that have unique content. If you use content from other sites. The search engines will penalize you and you won't show up on search results, at least not where you want to. Now you can look at other websites for inspiration, but I firmly advise you to shut down the window of that website before you write your own copy. Could maybe read two or three descriptions for your product if it's sold elsewhere. Get ideas for your own product descriptions, but don't use the same sentences. Don't use the same structure or even the same phrases unless you want to drop out of Google search results, which I'm sure you don't want to do. Now you've got these top five tips for writing product descriptions. You can wow your readers and persuade them to hit the buy now button.