Product content is among the most critical parts of your entire ecommerce journey. It is where users decide whether they should buy your product or not. This means that you have to write the most compelling content for your product that does several things at once:
- Keep the user engaged
- Creates the need for the consequence
- Established your consequence as the best in business
- Intrigues the users to take an action
- Provide detailed consequence information
You have to do all of this, and a lot more without being salesy about it (or else your potential customers will flee).
The question is, how do you produce such compelling content?
We sat down with some of our top consequence writers and extracted a few great tips on developing product content that captivates readers’ attention and drives them towards conversion. Let’s dive right into it.
#1 Add Tables
Yes, writing detailed text is essential to describe the consequence and what it does, but no everyone will have enough time to read through the entire detail. Furthermore, provided the limited attention spans of users online today, it becomes imperative to add tables to list down key specifications of the product.
These lists will enable users to skim through the content and see if the specs match their needs and requirement. However, that doesn’t mean that you skip the writing part – make sure that the consequence details are well-explained for users who need ample information on the product before deciding whether to make the purchase or not.
#2 Compare Products
There are a lot of plugins that you can insert in your content section where users will be able to compare different products together for a clearer comparison. This is particularly important in the case of indecisive users who need a little more than just specs to make the decision.
If you cannot add plugins to your website, you can create a section dedicated to comparison using a few similar or commonly compared items. For instance, if you are selling drones, add a section in your consequence content where you compare the key feature of the main product with one or two similar makes or models.
Comparing products benefit you in two key ways:
It makes it easier for users to come to a conclusion and place their order
Users may find themselves interested in a consequence you made the comparison to. If you add a link to other pages, you will be able to drive traffic from one page to another on your website. (Don’t forget to add links to product pages you are using for comparison).
#3 Don’t Push-Sell
The last thing you want while constructing a consequence page is to push your sale. Online buyers have grown smart enough to identify if you are simply explaining the product or pushing the user to make a purchase. The moment your product content turns salesy, your page traffic will begin to bounce.
The best way to avoid push selling is by making sure that your consequence page is informational. Tell users what it offers and why it is good for them, with a call-to-action at the end. If you push your product sales by adding a CTA every two lines, you are likelier to lose a potential client (pro tip: explain everything in your product content and let the users decide the purchase on their own).
#4 Don’t Miss a Point
Amateur writers often miss out on certain points while writing product content. You do not want a potential customer to make a decision based on limited information. In fact, if a user is particularly looking for consequence information that is not present on your page, users are likelier to leave the page looking for that piece of information.
A great way to make sure you don’t miss out on any information while writing this content is to list everything you want to tell your audience before you begin writing. Once you have each and every feature listed in front of you, integrating it into your content will become easier. Furthermore, you will be able to create consequence content without missing even a single specification.
#5 Analyze competition pages
There are both pros and cons of the increasing online competition in business, regardless of the industry you operate in. The good part is that you will always have a sample page from within your industry. Analyze what the competition is doing, find potential loopholes, and then create better product content in all aspects.
Inserting more relevant information on your page will also make it more authoritative in the eyes of Google, which means that your product page will index higher on leading search engines like Google – higher indexing on search engine engines translates into greater traffic altogether.
#6 Use Relevant Keywords
Users search for specific keywords to land on your website or the product page. Find those keywords using a tool like AdWords or Ahrefs. Once you have the list of the keywords, manually look them up on Google, identify relevant LSI keywords, and analyze the top few pages on SERPs to see how they are integrating those keywords.
Use a similar or better approach to integrate top-ranking keywords in your product page. Make sure to apply the best and the most contemporary white-hat search engine optimization (SEO) techniques to fall on the first page of Google SERPs.
#7 Avoid Fluff
Unnecessary information or fluff negatively affects readability, flow, and the overall quality of your product content. This is why it is of utmost importance to avoid fluff at all costs. If the product information is limited, compare it with other products or discuss potential applications of the product.
The key is to make sure that you write something that adds value to the reader. On the other hand, adding unnecessary information will reduce the quality of your product page. This may affect your SERP rankings, increase bounce rates, and (in a worst-case scenario) even form a negative opinion about your brand in the mind of potential customers.
#8 Use Bullet Points
As mentioned above, you need to make your product page easier for users to skim through. One way of doing that is by adding bullets to your text where possible. Bullet points will enable readers to go through the key facts about your product or its applications, making it easier for them to have a quick read.
A great way to add bullets to text is to summarize each part of your description in two or three points. These bullet points can be added at the bottom of each section to summarize what you’ve explained in the paragraph. Remember, the easier it is for users to read through, the higher your chances of conversion will be.
#9 Relate to the Audience
Relatability is a critical aspect of your product content. For instance, if you are selling residential use vacuum cleaners, you can talk about how it is great to clean out debris from sofa cracks, which is a common issue in most households. Similarly, you can talk about how your product saves electric bills, which is a concern in most households.
Highlight how your product is the solution for your audience’s most common pain points. Triggering need in this way will amplify your chances of conversion since readers will know precisely where that vacuum cleaner could actually benefit them.
#10 Provide Augmented Information
Product content is not just about explaining the benefits and applications of a product. Users today also want to know what happens if something goes wrong with the product. It is why stating your exchange/return policies is of utmost importance on the product page.
To ensure complete transparency, you can also add frequently asked questions (FAQs) or shipping charges applied to the product.
In a Nutshell
Creating product content that converts traffic into authentic leads and customers. A lot of business professionals outsource this task to a content writing agency that is well vetted to carry out the job to perfection.