How to Create Product Descriptions that Sell Themselves

PRODUCT DESCRIPTIONSTHE FORMULA TO START SELLING MORE ONLINE

“Good and detailed product descriptions are essential when the customer can’t see and touch the products before buying. Content design closed the sale.”

- Jakob Nielsen, Usability Expert

Well written copy can improve usability by

124%.

- Nielsen Norman Group

SEO IMAGES COPY(Find It) (Show It) (Tell It)

THE FORMULA

SEOFIND IT

1

▪ Titles

▪ Description/Content

▪ Alt Image Tags

▪ Meta Descriptions

SEO Considerations

Titles

▪ Page titles

○ Store | Modern Finery

○ Little Black Dress | Modern Finery

Description & Content

▪ Include relevant keywords

○ Brands

○ Styles

○ Colors

▪ Keyword planning tool

▪ Don’t forget the local aspect

Alt Image Tags & Meta Descriptions

▪ AITs tell search engines what images can’t○ Must have one for every product photo

▪ Meta descriptions tell the customer they’ve found the right page

IMAGES2

SHOW IT

Take a better product photo

▪ Lighting

▪ Background

▪ Angles

▪ Editing

GOODBAD

Look like a Professional

▪ Soft Lighting ○ Natural light (afternoon is best!) or light diffuser

▪ White Background ○ Use a curved white piece of fabric/felt

▪ Try Angles ○ Move the product or move your camera/yourself 10 times!

▪ Make Edits ○ Try pixlr.com for cropping and easy adjustments

Take as many photos as possible!

3

COPYTELL IT

Copy Tips

▪ Create a scannable format○ People don’t read thoroughly

▪ Write a first draft○ Revisit to make the language more persuasive

▪ Make your descriptions seductive○ How is it making your customer’s life easier, healthier, funnier?

GOODBAD

AUDIENCEREMEMBER WHO YOU’RE SELLING TO

SEO IMAGES COPY(Find It) (Show It) (Tell It)

THE FORMULA

Questions?

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