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Creating Product Descriptions that Close Sales
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In the last episode, Anna Bradshaw and I talked about conversion copywriting and how investing in it and your website’s content could help generate sales for your good food business. There were many important topics in that conversation about conversion copywriting, creating good content, and drawing in customers to your business website. I thought the issue deserved a closer look.
A frequently overlooked part of the business, copywriting is the foundation of everything your customer experiences. Investing in great content should increase your ROI, especially if you repurpose your content for different communication channels. “Message matching” across all your marketing touchpoints will drive customers to your site, encouraging them to click that “buy now” button.
Join me as I share some actionable steps you can take today to help improve your close rate.
Virginia Foodie Essentials:
- Landing pages are destinations for your site, and the intention is for the viewer to have only one obvious action. Your product page has one obvious action: putting the product into the cart. - Georgiana Dearing
- Good writing helps close sales; poorly written descriptions and poorly organized content can turn shoppers away. - Georgiana Dearing
- The goal of all content design is to make it as easy as possible for the readers. - Georgiana Dearing
- There’s no hard and fast rule about the length of a product description. What you need to consider in your product details is the content that will add value to your readers and help them choose to buy from you. - Georgiana Dearing
- Your product page is the place to share that great news. Social proof sells, and you need social proof on your site. - Georgiana Dearing
Key Points From This Episode:
- Product descriptions help turn clicks into sales, but many brands still need to improve this aspect on their sites.
- Your product page is the “last mile” of the sale. How you set up that page will make or break the sale for you.
- Invest in your product description. Invest in good writing. Good writing helps generate sales, while poorly written descriptions and unorganized content do not attract shoppers.
- The product name on your site and your packaging should match. It makes it easier for customers to find your product.
- The “price” and “buy now” buttons should be as close to the top of the listing as possible. This placement in the site makes the purchase decision as easy as possible for your customers.
- Shipping information on the site should be clear and located near the product price.
- Include a subhead that would sell the product in a concise manner.
- The first paragraph of your product description should answer customers’ initial questions about the product.
- Your product description should also include product expectations about the flavor, quality, quantity, and what to expect in the shipment.
- Make sure to include a review feature on your site, as it’s becoming a basis for people to buy your product.
- Make it easy for your customers to spread the love by adding share buttons for Facebook, Twitter, and Pinterest. Shared posts create direct links to your products. They help your product rise in popularity and organic search results.
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