How To Write A Killer Product Page For Your Business

Your business’ web copy is an important part of your sales strategy. Social media, blogs, landing pages all need on-point web copy to engage customers on your site and drive conversions.

The copy is especially important for your product page too. It’s a good idea to think of copy as your shop window. It must appeal to people from the outside. And it will determine if you win (or lose) your customer as they decide whether or not to spend their hard-earned dollar with you.

As a result, it’s important to get your web copyright. Read on to find out how to write copy for killer product pages that deliver.

Step 1 – Develop and stick to a distinct brand voice

Nothing puts customers off more than having to wade through a dry, overtly sales-driven product page. Generic marketing platitudes and an insipid copy will put off customers in seconds.

So how can you lift your product page out of the bland and into the extraordinary? In a nutshell: by writing with a strong brand voice.

An effective brand voice is one that resonates with your customers. To find out what exactly that entails, you’ll need to look hard at your buyer personas, essentially: who are your customers?

Shoppers don’t want to feel as though they are part of a simple transaction. They want to be wooed. When they feel drawn in, it builds trust. Trust will help convince them to make a purchase rather than feel browbeaten into it.

So how can you lift your product page out of the bland and into the extraordinary? In a nutshell: by writing with a strong brand voice.

An effective brand voice is one that resonates with your customers. To find out what exactly that entails, you’ll need to look hard at your buyer personas, essentially: who are your customers?

A good way to learn more about how your customers speak is to monitor their social media posts. Look for clues about what they’re into and what they complain about (pain points).

• What slang do they use?
• Who are the pop culture references noticed?
• Which TV shows do they like?
• What are their hot buttons?

Once you’ve pinned down their distinct style of speaking, absorb it and write your product pages in that style. Remember, don’t just imitate them: be genuine.

Takeaway tip

To really push your products to your customers, write about them in a distinct, enticing brand voice. Find yours by finding your buyer personas. Once you know your customers, you’ll know how to talk to them too, which in turn will build a powerful, trusting relationship with them that lasts.

Step 2 – Short and sweet is the name of the game

When you’re writing product pages, it can be tempting to wax lyrical about all the wonderful things your product does. You’re passionate about your product, and you want the world to know about it. And that’s fine! But it needs to be done in the right way. Overloading your customers with too much information distracts from your product.

It’s best to write your product pages concisely. Trim down any superfluous information that your customers don’t need to hear about.

Instead, highlight only the most important features of your product. These are the unique selling points that make your product different from your competitors.

The principle is the same for any business, big or small. Check out the product page for an adorable plush toy from Amazon:

It’s concise, focuses on the key features, and yet it’s still highly readable. Referring to its “big floppy bunny ears” is a quirky touch that really makes this sales copy sparkle.

But look at the product pages for some smaller businesses for sale online, and you’ll find the exact same thing: a succinct copy that feature-led and readable. Look at the product page from Big Brick Store below:

Straight to the point and, despite its terse style, surprisingly detailed. It’s evidence even the smallest businesses can hook customers using a few short but sweet sentences.

Find the features and benefits that matter most to your customers and place them front and center. Highlight them in bold or bullet points so your customer’s attention is immediately drawn to them when they arrive at your product page.

Takeaway tip

Highlight your product’s key features to hook your customers, then use it to draw them down into more detail. You could even use drop-down menus or hidden tabs to offer more information in an unobtrusive way.

Step 3 – Always put your customer’s experience first

Ask yourself: what is the most important thing about your product page? If you think it’s your product, then guess again. The most important thing you should consider when writing your product page is always your customer.

The customer is a delicate creature. The way a potential customer experiences your product page affects whether or not they’re likely to buy. Consequently, everything you do should be tailored to the customer, making it as user-friendly as possible for them.

For example, big dense sales copy is not easy to read, especially when using a mobile device (which they absolutely are).

Keep your paragraphs to no more than 1-2 lines each. If you’re an avid fiction reader this might seem absolutely abhorrent — but in a mobile-first world, it’s vital.

And if you want customers to pay attention to particular details, use bullet points to set them apart. It’s not just good for customers either — bullet points are great for SEO and conversions too.

Takeaway tip

Test your product page across a range of devices, particularly mobile. With so many consumers making purchases on mobile, it’s important that you make it as easy as possible for them.

Stop losing customers with dry sales copy and reams of irrelevant information. Write snappy product pages that are a pleasure to read, and you’ll see the results in your sales.

Please share your thoughts and comments

What tips can you share to create product pages that showcase and convert? What type of pages do you find engaging? Please share with us in the comments below!

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Thanks so much, Micro Startups for sharing your insights with us! These steps are helpful for Mompreneurs who want to create an effective brand voice through their product pages!

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