5 Ways to Make Your Product Copy “Pop”

Yesterday, I got a call from a highly frustrated e-commerce marketer: “We have a smart in-house SEO and our platform is solid. The problem is, our product pages aren’t ranking. What are we doing wrong?”

I surfed over to their site and noticed a major problem. Their product content was pulled directly from the manufacturers’ copy.

That may not sound like a big deal. But it is. Here’s why.

Imagine that you’re an e-commerce retailer selling, say, a high-end ergonomic office chair. And let’s say that you upload the exact verbiage that appears on the manufacturer’s site (which is the “official” product description).

Sure, this sounds like an easy way to go. After all, rewriting or “tweaking” thousands of product pages sounds like a daunting task. But here’s the problem …

Chances are, many of your competitors are using the exact same strategy—and their Web page copy will read exactly like yours. Exactly.

Suddenly, seeing prime search engine rankings is that much harder. You’re not just competing with other companies that sell the same product. Your company is competing in the search engines with hundreds (or thousands) of companies with the exact same sales copy.

Who do you think is going to be No. 1 for that product search? Unless you’re the manufacturer, it’s probably not your company; your site sounds the same as everyone else. Heck, your product page may not even position in the top 100 search results with that strategy.

The “winner” will be the company that spent the time to wordsmith its content—and make its product copy “pop.”

A huge untapped opportunity for a plethora of e-commerce sites is revamping (or significantly tweaking) their product copy. Think about it: Product-label copy isn’t keyphrase-rich. It’s not constructed to maximize its search engine ranking potential. Nor is it necessarily targeted towards your customer base.

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, she has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns via her consultancy, SuccessWorks.

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  • http://BrianV.Hunt Brian V. Hunt

    As usual, Heather, great article. This is an area of SEO that I would not have considered. It clearly could be a bonanza for good freelance writers who know how to write copy that converts traffic into customers.

  • http://KimButler Kim Butler

    I completely agree Heather. In my experience, when the manufacturer’s description is used verbatim, you can kiss that natural placement goodbye. I like your suggestions about the title. Great advice, once again!

  • http://HeatherLloyd-Martin Heather Lloyd-Martin

    Kim and Brian, thank you!

    I’ve worked with a number of retailers who drug their feet around the whole “changing up the product copy” thing. And I completely understand why they did – the thought of massaging all that product copy must have been highly overwhelming.

    Yet, when they *did* do the extra work, they saw such great returns that they wondered why they didn’t do it earlier (isn’t that always the case?!)

    Thanks so much for your comments. I’m glad you enjoyed the post.

  • http://EmilyFoshee Emily Foshee

    Great article, Heather. Putting extra effort in at the beginning when you’re creating a website is crucial to its success. Also, companies will benefit from doing a keyword search to determine which key words in their niche are getting the most traffic to help them determine which keywords to incorporate into their copy. The keywords getting the most hits aren’t always the best choice to use in headlines and copy because the competition is greater for those words. But, that’s a decision each company must make.

  • Bryle James

    This article helps me a lot with my tasks of product copy writing. Thanks for this very informative idea. I became more equipped, ready, and most of all, confident with what I generally love to do. Knowing what should I include for the product copies from is just perfect! For sure, my client would happy happy with my output.