How to write engaging content for product pages that sell

Let’s say you’ve spent countless $ on ads, you’ve tested and optimised them, and now they are driving a steady number of visitors to your shop’s product pages. That’s great! However, your sales are not so impressive. So, what could be wrong?

Well, there can be many reasons why sales stagnate even when traffic is increased. Maybe your ad targeting could use some improving. Maybe your shipping method is scaring potential customers. Or, maybe your product pages are just not convincing enough and all your hard-earned traffic is going to waste.

This is what we’ll discuss in this blog post: how to improve the content of your product pages so they become more engaging and convert better. We’ll focus mostly on how picking the right words and delivering the best message through content could make you and your products stand out.

Here are a few tips to keep in mind when creating the content for your product pages:

#1 Use clean and simple product titles. Make titles understandable and memorable from the first glance. Don’t confuse your customers with long and detailed titles, or by adding complicated codes that offer no value to them. It might be difficult to maintain a balance between short but descriptive and unique titles, but it is definitely worth the trouble since it is likely to be the first thing your customers will read on your product pages.

Here is a nice example of good product titles from canadiannaturalapparel.com:

#2 Benefit focused description. Yes, all customers want to know the specifications, sizes, fabrics of the products before they make the decision to buy. However, this usually comes after they decided that they WANT that product. Especially when it comes to ad generated traffic, potential customers come to your product pages with interest and curiosity, but it’s on your shoulders to convince them this is not just something they might like, but something they actually want. For this, you can’t rely on generic, fact-based descriptions. The content you write needs to create an emotional response in readers, should make it clear how they would benefit from buying the product, how they will use it and how it will improve their lives.

Here is a benefit-focused description from reverseosmosis.com:

#3 Don’t leave any question unanswered. Customers that are arriving for the first time on your shop are usually worried about aspects such as payment security, shipping times and returns policy. Because of this, some shops highlight this type of information so much that it becomes their most important message. In contrast, others hide away all info regarding these issues, hoping their customers will disregard them until after they have made the decision to buy. So what should you do? Our tip is to aim towards the middle ground. Some information should be easily accessible on product pages to reassure customers that payment will be done securely and the purchased items will be delivered as planned. However, we recommend limiting the amount of information, maybe linking to other pages with details, to make sure the focus remains on the product rather than logistics.

HomeGrown-Organics uses a simple header section to inform customers of shipping, returns and payment:

#4 Give them reasons to stay. So what if, after all this effort, your customer is still not convinced they want to buy the product? That’s when good recommendations come in. Great content extends to how you anticipate the needs of your customers. Everyone these days can easily add a “Related products” section, but we think that is not enough. Recommendations today need to be a lot more focused, to better fit both your products and your customers’ needs. Here is an example of how small changes can help you grab attention:

Hopefully, by now, you’re getting excited to start implementing these changes in your shop. So, we’ll wrap it up. To conclude, even though customers might be different for every shop, they all want to enjoy their shopping experience and feel cared for. This is why investing time and energy in perfecting your product pages helps build better relationships with your customers and, in the end, drives more sales.

Happy selling!