Link building, outreach, UX, Google Ads, and much more. These are all important aspects you need to focus on if you want to outdo your competition and be alone at the top. But there is another marketing area that is often neglected, and if you, as a business owner, do so, it can become your downfall. Copywriting is more important than ever, and this may actually be where your primary focus needs to be, if we look at the latest statistics. Google in particular is fond of long and informative texts. This means that these are often rewarded with a bit of a push upwards in the search results. However, Google is not the only one swooning in response to pithy sayings from the copywriters – in fact, the same is true for visitors, which convert at a greater rate.
The focus of this article probably comes as no surprise, so would you like to know more about why to focus on product and category texts? So, clean your reading glasses and stay with us as we go in depth with all of it – coming up with tips and tricks.
Let Your Texts be Your Star Salesman
In physical stores, the clerks stand at the ready to sell or answer the many questions customers may have. Online you don’t have that luxury, but you can still hire a star salesman to close deals with your customers. The salesman is your texts, and it has been proven that the right texts can increase conversions significantly. Obviously, the text should sell, but it should also be true to the product, and it must be possible for the customer to find the necessary amount of information to enable making the right decision. Customers don’t feel like writing or calling. If they can’t find what they need, they’ll go to the competition fast enough to make your head spin. Later in this article, we will tell you how to arrange everything so your customers can find your information – but now back to the seller.
Product texts must obviously focus on the product, since the customer is so far down the sales funnel that he or she is close to buying. Therefore, you shouldn’t just prattle on, but instead describe which problem can be solved by the product, after which the information is delivered in a steady stream. Which functions does it serve? What is the lifespan? How much space does it take up? When will it be delivered? The customers must have answers to all WH-questions, because as mentioned, in a world filled with opportunities and competition it doesn’t take many seconds for them to move on.
The table shows that 23% of the customers chose to interrupt their shopping because they couldn’t find the necessary information, so cover everything for your own sake – even the things that may seem obvious.
Category text is a different type of text, because here you should prioritize length and sell the goal – not the product. Sell the hole in the wall, not the drill! Furthermore, the category must be more general, since there will be frequent changes in selection, and you may NEVER mention a brand or a product not on your page – poof, gone are the customers, and they won’t be back if you make that huge of a mistake.
As far as developing your texts, you obviously need to be on top of your information, but at the same time, it is alpha and omega for you to eradicate every typo and spelling error. Consumers are very in tune to that sort of thing, and if you have a page filled with errors, you will lose credibility – and your opportunity for conversion will suddenly be minuscule. You can read more about it here.
Back up Your Texts with Video
Texts can usually stand alone, but if you want to increase conversions, sellers could use backup in form of informative videos, where everything is presented in a concrete fashion. Time after time, it’s been proven that videos very much speak to the readers’ lavish hearts, and that the credit card comes out of the wallet faster, anytime there is something visual supplementing everything.
As you can clearly tell from the above statistics, video can have great influence on whether your visitors convert, and when everything is backed up by informative texts, you are almost at the goal. The videos must not necessarily be professionally produced, merely talking about the product with a guide - or even just showing it - will give the customer a better idea of what he or she is buying. Visuals always make a difference, and it’s hard to describe things in writing, so you should always consider backing up your text with videos.
Focus on Your Layout
The next item on the agenda doesn’t pertain to your texts as such, but it is an important point in terms of the appearance of your product and category descriptions. Text in and of itself is not particularly interesting, and naked text is probably the equivalent to some pretty boring shelves in the supermarket or in your local clothing store. This is why you need to spruce it all up, which you do with things like video, but at the same time, all UX must be in place, so the customer can figure out how to navigate your page. It’s not very conducive to conversion if the customer has to jump all over the shop to find the desired products. It must be obvious. The same is true for your web shop, where similar products should be shown, even when the customer is looking at a specific product.
Furthermore, it is important that the text be easy to read. It can’t be a long boring block without a single paragraph. Furthermore, it is imperative that you bullet-point the concrete information, allowing the customer to navigate straight to the most essential information. An example of a company that has followed the book to the letter is Zederkof.
This provides the customer with a clear overview: The product information is clearly separated, advice is provided, and there are recommendations for other products that go with the particular piece of furniture. Furthermore, price, shipping, and delivery are clearly listed, providing the customer answers to all questions. In addition, everything looks great, which is also alpha and omega if you want customers to buy your products.
The Right Texts Succeed with the Search Engines
Texts are the way to the customers’ hearts, but it is also the straight shot to Google’s heart. This is because the search engine only serves up content it believes its patrons will appreciate, and why wouldn’t that be your content? When you have long, informative, and fascinating texts, visitors will spend a little more time on your website, which is a stamp of approval in and of itself. The time people spend on your website has great influence on rankings. If the customers are reading your texts, watching your videos and perhaps even navigating around your page, time spent on site will be high. Time spent on site, you think? That’s the time a visitor spends on your website, and the longer the time, the better it is. You see, this will make Google assume that the content is interesting and informative, and this is something the search engine will reward in form of a higher ranking.
Now, we have mentioned several times that the length of the text is relevant to your ranking. This is due to the fact that you may be including more search terms, but a long text is usually also an informative text. However, if you don’t have enough to say, don’t focus on the long text. Fluff is always a negative, and it quickly makes the time spent on the site very low, because people leave.
Write Your Texts with Search Terms in Mind
Keyword stuffing is outdated, but that doesn’t mean you should leave out search terms and LSI’s (related search terms). It is important to include them, so you can rank on key words that are actually relevant for the product or category in question. This will make your bounce rate lower, as the visitors are interested in your product, since they found it by using relevant key words in their searches. With a search word analysis, you can quickly outline volume, intent, and competition for various words, so you can segment as you write an choose the ones that are most relevant. That will give you the best result, and if you prioritize this in your text production, you will soon see a significant increase in organic growth. This is another incidental effect that will help your search engine results, because high traffic impacts Google, likely gaining you a point or two in the total evaluation, which can move you into the great rankings on page one.
Product and category texts may seem unimportant, but this is not the case. Not doing it properly can come at a high price, but conversely doing it well can cause great growth and success if you do it well.