how-to-write-product-pages-for-ecommerce

How to write Product Pages and Product Blog content for your store

The importance of being able to correctly position your product for today’s online market cannot be overemphasized.
Many businesses, not just offline businesses but also ecommerce stores,  fail to understand what it takes to promote their product online.
This article will explain step by step, how to create a good content article or blog for your ecommerce or offline store.

It is also recommended that such guidelines and SOPs be implemented while creating online sales copy.
Work Steps have been mentioned for setting up your SOPs.

Once you have understood the Process below, goto the bottom of this article to see Examples of product pages,
to understand how each point has been implemented into creating the product blogs.

Some very basic understanding about product content

An important point that is often overlooked , is to understand that a Product content is  structured not just for SEO correct Google Searchability, but it is also needs to psychologically appeal to target human customers.
So one should start with SEO correct features first, because that is how your product will be discovered in the first place; and then take care of the readability and appeal and other points.

Starting a Product Page

Choose Your Product

The first step in writing a product blog post is to choose the product you want to feature. Choosing a product is about Timing and Relevance.
Ideally, you want to choose a product that is relevant at that particular time to your target audience and has the potential to generate interest and conversions.
The market timing is also important. Some products are better sold at Festivals ( Pooja items and Dry Fruits at Diwali), some at Events ( cricket bats at IPL), Some products sell better at the change of season, like raincoats and snowshoes, for example.
Often choosing a product that is not relevant for the time or unintended audience will waste your post content.  It  obviously doesn’t make sense promoting a fur cap in the peak of summer
Keep in mind that your blog post should provide value to your readers and not just be a sales pitch for your product.

Work Steps:

  • DO a short survey, online and offline.
  • Check out your top competitors, what are they selling at this time.
  • Also check out the top 20 Search results ( 2 Pages of SERP), of what appears when you search the chosen product on Google.

Keyword Research

This is the most important part for your content.
Before you start writing, it’s important to conduct keyword research to identify the terms and phrases your target audience is using to search for the product you’re featuring. By doing so, you can optimize your post for those keywords and increase the chances of your post appearing in search engine results pages (SERPs).
>> See the full Step-by-step process of doing Keyword research 

Important Components of the Product page

The Sales Copy

How to write Effective Sales Copy for an ecommerce product

The online market is very highly competitive, and writing effective sales copy is crucial for driving sales and increasing revenue. With the right approach and techniques, you can craft compelling copy that resonates with your target audience and encourages them to make a purchase. Here are some key tips and strategies to help you write effective sales copy for your ecommerce product.

Work Step 1. Identify Your Target Audience

It’s important to identify your target audience. By understanding who your ideal customer is, you can tailor your copy to their needs, interests, and pain points. Often, you may have to Conduct market research, analyze customer data, and create buyer personas to gain a deeper understanding of your target audience.
Work Tip: Research Online forums, Youtube videos and Shorts, Instagram, Facebook, etc for trends to see popular videos and articles and what customers are trending at that time

Work Step 2. Highlight the Benefits

When writing sales copy, it’s important to focus on the benefits of your product rather than its features. Benefits are the positive outcomes that your customers can expect to experience when using your product, such as increased productivity, improved health, or a more enjoyable lifestyle. Use these benefits to create an emotional connection with your customers and demonstrate how your product can solve their problems.

Work Step 3. Create a Sense of Urgency

Create content that emphasizes the limited availability of your product or the urgency of the problem it solves.
Create an Offer for limited-time discounts, free shipping, or create  incentives, coupons, etc to encourage customers to take action.
Creating a sense of urgency by using appealing language is a powerful way to motivate customers to make a purchase.

Work Tip : Use Clear and Concise Language

Clear and concise language is essential for effective sales copy. Use simple language that is easy to understand and avoid technical jargon or complex sentences. Keep your sentences short and to the point, and use active voice to create a sense of urgency and excitement.

Work Tip: Address Objections, use Case Studies, reviews

Customers may have objections to your product, such as its price, quality, or usability.
Address these objections in your sales copy by providing evidence, social proof, or other forms of reassurance.
Use customer reviews, testimonials, or case studies to demonstrate the value and quality of your product.

Work Step 4. Provide a Strong Call to Action

A strong call to action (CTA) is essential for encouraging customers to make a purchase.
Use language that encourages customers to take action, such as “Buy Now,” “Add to Cart,” or “Shop Today.”
Use contrasting colors and buttons to make your CTA stand out, and place it prominently on your product page.
setup a separate prominent section if need be.

Work Step 5. Intro and Outro

A good Introduction and Outro provides completeness to an article.
An intro should be pleasant, and provide an inkling of things come. Similarly and Outro is a summary and conclusion

In conclusion, writing effective sales copy for your ecommerce product requires a combination of creativity, persuasion, and optimization. By following these key tips and strategies, you can create compelling copy that resonates with your target audience and drives sales. With these techniques, you can create sales copy that inspires and converts.

Other SEO components of the Product Page

Finally, it’s important to optimize your sales copy for search engines. This can get technical, so it is only briefed below.

Work Step 1: Table of Contents (TOC)

Create a TOC in the Top areas of your page to provide navigation of the article. A table of contents (TOC) is a great way to organize your post and make it easier for your readers to navigate. It can also help improve your post’s chances of appearing in featured snippets in search results, which can drive more traffic to your post.
It is good to use keywords in your anchors
Check this Articles TOC, to see the organisation structure and navigation

Work Step 2. Headings and Subheadings

Using headings and subheadings in your post is crucial for both user experience and SEO. Headings break up your content into easy-to-digest sections and help your readers navigate your post. They also provide search engines with an organizational structure of your content, making it easier for them to understand and index your post.
Be sure to use H1, H2, and H3 tags in your post, and include your target keywords in your headings where possible. Use your Keyword clusters in the relevant paragraphs

Work Step 3: Schema and Rich Snippets

Schema markup is a type of structured data that helps search engines better understand the content of your post. By using schema markup, you can provide additional information about your product, such as price, availability, and reviews, which can be displayed in search results. This can help improve click-through rates and drive more traffic to your post.
Work Tip: This is not visible to the naked eye, so Test your Schema and appearance of the Rich Snippet using tools, to check if applied correctly
Tools to use: Schema.org

Work Step 4: FAQ

Google displays FAQs differently in search results. Including an FAQ section in your post is a great way to provide additional information about your product and address common questions your readers may have. This can also help improve your post’s chances of appearing in featured snippets in search results, which can drive more traffic to your post.
Work Tip: Use FAQ schems for the FAQ part of the page

Work Step 5.Create a Logical Site Structure, SILO structure, Tags and Categories

Before you start optimizing your internal links, it’s important to have a clear and logical site structure. This means organizing your content into categories and subcategories that are easy to navigate and understand. Your site structure should reflect the hierarchy of your content and make it easy for users to find what they’re looking for.

Work Step 6: Links and optimization

Once your article is written, its time to start the links.
Internal linking is an important aspect of search engine optimization (SEO) that can help improve your website’s visibility in search engine results pages (SERPs) and enhance user experience. By optimizing your internal links, you can help search engines understand the structure of your website and the relationship between different pages.
This is very important and so has been broken into work steps.

Work Step: Use Descriptive Anchor Text

Anchor text is the clickable text that appears in a hyperlink. Use descriptive and relevant anchor text that accurately reflects the content of the page you’re linking to. Avoid using generic text like “click here” or “read more” and instead use text that includes keywords related to the content of the page you’re linking to.

Work Step: Link to Relevant Pages

Link to pages that are relevant to the content of the page you’re linking from. This helps search engines understand the relationship between different pages on your website and can improve your website’s SEO. Avoid linking to pages that are unrelated or irrelevant to the content of the page you’re linking from.

Work Step: Create a Variety of Link Types

Use a variety of link types, including text links, image links, and navigation links. This can help improve user experience and make it easier for users to navigate your website.

Work Tip: Use DoFollow or NoFollow with relevance, and Use Canonicals

In conclusion, optimizing your internal links can help improve your website’s SEO and enhance user experience. By following these tips, you can help search engines understand the structure of your website and improve your website’s visibility in search engine results pages.

Work Step 7. Use Sitemaps

Sitemaps are a useful tool for optimizing internal links. A sitemap is a file that lists all of the pages on your website and helps search engines understand the structure of your website. Use a sitemap to make it easier for search engines to crawl your website and understand the relationship between different pages.

Work Step 8. Create and Check your Meta Data

Meta Data for descriptions, keyword titles, keyword content, authorship, language used, document type etc are very important and should be shecked befor article submissions and posting.

Work Step 9. Optimise Images, videos, File attachments and Embeds

Product pages are incomplete without images. Images can be a powerful tool to enhance the visual appeal of your product, but they can also impact your website’s search engine optimization (SEO). By optimizing your images for SEO, you can improve your website’s visibility in search engine results pages (SERPs) and attract more traffic to your website. Here are some tips on how to optimize images for SEO:

Work Step: Use Descriptive File Names

When you upload an image to your website, be sure to use a descriptive file name that includes keywords related to the image content. Avoid generic file names like “image001.jpg” and instead use descriptive names like “red-running-shoes.jpg” that accurately reflect the content of the image.

Work Step: Compress Images and Files for Faster Loading Speeds

Large image files can slow down the loading speed of your website, which can negatively impact your SEO.

Image Size Choosing the right image size is important for both SEO and user experience. Large images can slow down your website’s loading speed, while small images may appear pixelated or blurry. Use an image size that is appropriate for the size and placement of the image on your website.

Tools to use: Use a compression tool like Adobe Photoshop or TinyPNG to compress your image files while maintaining their quality.

Work Step: Use Alt Text to Describe Images, Captions and Titles

Alt text not only makes your website more accessible for users with visual impairments, but it also helps search engines understand the content of the image. Captions and titles can provide additional context for your images and improve your website’s SEO. Use descriptive Alts, captions and titles that accurately reflect the content of the image and include relevant keywords.

Work Step 10. Plagiarism and AI content check

During content creation, there is usually heavy reference to competitors content and other relevant pages. Some amount of content used is also repurposed and modified. However, if your content is found to be plagiarised, or created via Artificial Intelligence, you are liable to be banned from Search Engines.

Work Step 11. Social Media Posts

Each Social Media has its own set of guidelines and requires its own Sales Copy.
For Facebook, it is good to create a very compelling sales copy , using limited article sice, bulleted, with emojis and HashTags. Before adding HashTags, do your research on the relevant hashtags and their post density

In conclusion, optimizing your images for SEO can help improve your website’s visibility in search engine results pages and attract more traffic to your website. By following these work tips, you can set up your SOP’s and make the most of your

Some Examples

See some examples below, from an ecommerce store,  in which all the above mentioned points ( and many more) have been implemented.

 

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