Blog

Cool Beans

Web Copy that Sells

November 25, 2013
Having great products and a functional, easy to use website is a very good start to making sales online. However, don’t fall...

Having great products and a functional, easy to use website is a very good start to making sales online. However, don’t fall in to the belief that your “products speak for themselves”. Visitors to your website like to know about how products are made, and what the benefits are of owning your products.

Your potential customers can’t touch or try on your products online so they really need your help to make their final purchasing decision. Your text is your sales person and needs to answer your customer’s questions as well as encourage enthusiasm about the products. Not everyone has a natural ability to write well, so many website owners choose to enlist the help of a professional copywriter to bring the products to life. In order to get the best output from your copywriter, it’s important to meet with them and tell them about your brand story, your target customers and if possible show the copywriter your products.

If you feel that you have plenty to say about your products and can write for yourself, you may want to have someone just add finishing touches. There are some best practices for writing product descriptions that sell.

Keep it simple and about the product

It may sound obvious, but a product description needs to actually be about the product. It can be tempting to write in metaphors and alliteration to make the description seem super creative but people aren’t there to buy the writer’s services – they want to know about the product.

Build Bite-Sized Text

By using bullet points or short paragraphs you will help the shopper to digest the text more easily. Bullet points work well for the facts about a product i.e. it’s 100% wool, has a warranty, and paragraphs work for the benefits. You can use sub-headings for your paragraphs to answer questions that you might ask yourself when you decide whether to buy something or not.

For example, you might ask yourself “When would I wear this?” so the subheading would be:

Ideal for Cold Weather

These long johns will keep you warm in cold conditions, and can be worn underneath other clothes.

Hand Made

Hand knitted in Scotland for a unique and high quality finish. Our long johns are checked for precision stitching, suitable stretch and the snuggest fit.

• 100% wool
• Machine Washable
• Available in 3 colours

Depending on how you present your brand, you might like to write a little more about why you chose to stock the product too, to help encourage empathy and nostalgia.

We’ve been working with Scottish Farmers to promote the use of local, renewable materials. The sheep that provide the wool for these long johns are all hand reared and are part of a farm that has existed for 90 years.

SEO Last

Of course SEO is hugely important for your website, and should be incorporated in to all of your text, but don’t let it distract from your products. The best way to incorporate keywords naturally is to write the text first and after reading through a couple of times you should find opportunities to naturally incorporate keywords into a sentence.

Whatever stage of development your website is at, you should have some product descriptions instead of none at all. It’s very quick and easy to update text in the Magento CMS, so it shouldn’t take more than 20 minutes to write one description.

If you are planning to update the design of your website to increase your sales, you can speak with us for advice on the best way to lay out product information pages and we can talk you through best practice and the options available with Magento.

Lorem ipsum dolor sit amet, consectetur adipiscing elit sed do eiusmod tempor incididunt.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam

Da jedoch überall nur Menschen am Werk sind, können Fehler nicht zu 100 % ausgeschlossen werden. Um dennoch ein höchstmögliches Mass an Sicherheit bieten zu können, sind unsere Berater/innen verpflichtet, für jeden getätigten Abschluss direkt im Anschluss an die Beratung gemeinsam mit dem Kunden ein Beratungsprotokoll zu erstellen. Dieses wird dann sowohl vom Kunden, als auch vom Berater unterzeichnet.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

Da jedoch überall nur Menschen am Werk sind, können Fehler nicht zu 100 % ausgeschlossen werden. Um dennoch ein höchstmögliches Mass an Sicherheit bieten zu können, sind unsere Berater/innen verpflichtet, für jeden getätigten Abschluss direkt im Anschluss an die Beratung gemeinsam mit dem Kunden ein Beratungsprotokoll zu erstellen. Dieses wird dann sowohl vom Kunden, als auch vom Berater unterzeichnet.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

Da jedoch überall nur Menschen am Werk sind, können Fehler nicht zu 100 % ausgeschlossen werden. Um dennoch ein höchstmögliches Mass an Sicherheit bieten zu können, sind unsere Berater/innen verpflichtet, für jeden getätigten Abschluss direkt im Anschluss an die Beratung gemeinsam mit dem Kunden ein Beratungsprotokoll zu erstellen. Dieses wird dann sowohl vom Kunden, als auch vom Berater unterzeichnet.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

Da jedoch überall nur Menschen am Werk sind, können Fehler nicht zu 100 % ausgeschlossen werden. Um dennoch ein höchstmögliches Mass an Sicherheit bieten zu können, sind unsere Berater/innen verpflichtet, für jeden getätigten Abschluss direkt im Anschluss an die Beratung gemeinsam mit dem Kunden ein Beratungsprotokoll zu erstellen. Dieses wird dann sowohl vom Kunden, als auch vom Berater unterzeichnet.

Source:
Lorem ipsum
Credit:
Lorem ipsum