how to create product descriptions that sell themselves
TRANSCRIPT
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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