Strip away the high-resolution images, videos and other features used in today’s enhanced product content pages, and what you’re left with is the text. Next to an infographic, plain old text may not seem like much, but it is: text adds SEO value, and it’s the glue that holds the page together. Follow these tips to ensure that online shoppers keep reading through your page (and click “add to cart”) after they’ve experienced the 360° tour.
- Be descriptive, but don’t overwhelm readers – they’re not looking to read War and Peace. Keep the content conversational and concise, yet informative.
- Break up the text by utilizing different types of copy (descriptive paragraphs, features, highlights section, headers, captions, etc.). If you include highlight bullets, make sure they’re actually bullets, not complete sentences that drag on. Save prose for a main product description paragraph. Big blocks of text may contain important features, but that information is more accessible if readers can easily scan the page.
- Spell out what’s included. Even when images show all components, it’s a good idea to let consumers know what they’re receiving with the purchase.
- Don’t overuse exclamation points or caps lock. When EVERYTHING ends in an exclamation point or is written in uppercase, emphasis is lost. Not to mention, it makes your content look like an advertisement, and an amateur one at best!
- Eliminate spelling and grammatical errors: they’re distracting, and they take away from your credibility (think spam emails). Spell chekck! (See what I did there.) It’s so easy to forget, but it’s so important. The little things go a long way.
- Incorporate keywords to drive SEO, but don’t jam the copy. The goal is to create naturally flowing, easy-to-read text, which becomes impossible if every other word is a buzzword.
- Support the images and videos. Text should clarify and confirm what’s being depicted in the graphics and interactive features.
You may have a slew of digital assets to do the heavy lifting, but don’t leave all the work up to them. The text in your enhanced product content should help guide consumers along their journey from discovery and exploration of the product page to the coveted purchase.
Did we forget anything? Leave a comment and let us know.
Data integrity, time to market and increased conversions are vital to all e-commerce retailers. Our product data management and unique content creation program ensures consistent product names, robust product descriptions, complete and accurate product attributes and an array of digital assets are at your disposal, providing time to market and quality improvements that will outpace your fiercest competition. Contact our team and get started with Virtucom Group today.
