How to Write eCommerce Product Pages

Name: How to Write eCommerce Product Pages
Rating: 4.4 (117 reviews)

How to write copy that sells products online. Online copywriting tips for shopping carts and online store pages.

Created byAlan Sharpe

Last updated 5/2024

English

English [Auto],

What you'll learn

Write product descriptions that rank well in search results
Write product descriptions that appeal to potential buyers
Choose photos and images that help to sell products online
Write copy that tells buyers things they can't discover from visuals alone
Craft offers that motivate buyers to buy products online
Write guarantees that remove objections and persuade prospects to buy
Write copy that upsells buyers while improving their buying experience
Write effective short product descriptions
Write effective long product descriptions

Course content

1 section • 12 lectures • 1h 44m total length

GET FOUND: Start selling on page one of Google10:12
Learn to optimize product pages for search by embedding keywords in the title, url, and description tag, and structure category hierarchies to land on page one of Google.
HELP YOUR BUYER: Boost sales with better navigation9:46
Boost product page discovery by optimizing navigation across home pages, category and subcategory pages, and breadcrumb trails, using relevant keywords and clear category naming for SEO and user flow.
NAME IT AND THEY WILL COME: Product page title tags9:49
Write accurate, concise product page title tags that include the product name and category, with optional brand and store name, optimized for search results and usability.
DESCRIBE YOURSELF: Write description tags that attract buyers7:54
Learn how to craft effective meta descriptions that attract clicks from search results, include your focus keyword at the start, and create unique, customer-driven product page descriptions.
GIVE YOUR BUYERS A MAP: Page URLS and navigation11:04
Boost user experience and search engine optimization with keyword-rich URLs and navigation labels organized by product categories and brands. Use breadcrumb navigation to reduce bounce and improve visibility.
IMAGE THIS: Use images and captions that capture interest8:12
Master product presentation in online stores by pairing visuals with benefits in body copy; describe features in text, optimize images with alt tags, and enable zoom to boost sales.
OFFERS: Make an offer they can't refuse8:35
Explore seven offer types, including free shipping, buy one get one free, and financing, and learn to craft conversion-focused promotions on product pages.
UPSELL: Increase profit while helping your buyers9:10
Explore upsell strategies that boost profit while enhancing the customer experience by presenting clear, prominent add-ons before checkout, with real-world examples of gifts, protection plans, and package options.
SHORT IS SWEET: Write short product descriptions that convert9:28
Learn to craft short, high-converting product descriptions by weaving features and benefits, ranking what matters to customers, and using images, proof, and concise tech details when relevant.
GO LONG: Write long product descriptions that wow7:55
Learn to craft long product descriptions, aka product details, that persuade customers by mixing concise sentences, structured subheads, buyer-focused storytelling, and unique content to outperform competitors.
Six Lessons from Amazon on Writing Short Product Descriptions6:41
Master e-commerce copywriting by crafting concise bullet descriptions that rank features by importance, name each feature then describe its benefit, and center the buyer in the copy.
Use ChatGPT to Write a Short Product Description with AI Text Content Generation6:04
Use ChatGPT to craft a short e-commerce description for the cast iron always pan, highlighting its ten and one versatility, enameled cast iron, 260°C heat resistance, and space-saving benefits.
Craft Benefits for these Product Features

Requirements

Students need a basic understanding of copywriting
This course assumes you know how to write copy, and want to learn how to write online copy

Description

You face three challenges when it comes to selling products online:

1. The sales process starts long before your buyers land on your product page

2. Potential customers can't handle your product

3. Potential customers can't talk to a salesperson (the way they do in a store) before they buy

To meet these three challenges, you need to start selling on Google. You need to write copy on your product pages knowing how and where and why this copy will show up in search results. You need to write product descriptions that work with product images, and choose product images that work with your copy. And you need to anticipate the most common (and pressing) objections and questions that your potential buyers have, and meet these head-on in your copy.

To be successful writing copy for online product pages, you also need to master the essential parts of each product page, namely:

page title tags
page description tags
short product descriptions
long product descriptions
image alt tags
offers
upsells
guarantees

This course teaches you how to write copy that sells products online. You learn dozens of online copywriting tips that help you craft effective copy for shopping carts and online store pages.

Who this course is for:

Practicing copywriters who want to learn how to write online copy that sells products