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Descriptions - Let's Talk Format

Lesson 8 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

Descriptions - Let's Talk Format

Lesson 8 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

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Lesson Info

8. Descriptions - Let's Talk Format

Lesson Info

Descriptions - Let's Talk Format

now to the meat of it all. When you think of e commerce copyrighting product descriptions are probably the first thing that comes to mind. one major initial question is what is the format of a product description first? Let's pull out the things that are not e commerce product descriptions. So things like ad driven sales funnel pages. Now, these usually range from 300 to 1000 plus words. Usually they have built in HTML, graphics comparison charts, lots of in text, bullet points and other integrated formatting. The typically pushy, strongly sales focused language works more like a product education blog with heavy handed called action points. Throughout this extended content is primarily written for short term audience engagement through ad targeted final pages. Next product specs charts of sterile manufacturing data and lists of basic identifying information are not copyrighting. Finally, I don't consider packaging label text to be an e commerce product description. Mostly that's becau...

se it's intended to be printed, Even if you include the label image on your site and expect shoppers to zoom in to read any of the content. The primary goal isn't really conversion. Typically labels might include 15-30 words that summarize the main benefits along with safety or usage instructions. This kind of writing is usually heavily designed focused as well. Now I'll outline specific examples of what is an e commerce product description and that's what you'll be learning about here. So you might have a short teaser text on the homepage with 15-30 words in a paragraph description that highlights a specific collection or your best selling products. The goal here is to drive traffic with a glimpse of the primary selling points that will urge visitors to continue on toward the full page product description for a listing with Shopify, big commerce, woo commerce, magenta or any other e commerce site builder, I recommend 50 to 100 and words for the paragraph description. Most often they are supported by up to five bullet point summary statements that list the facts as they stand. These bullet points deliver instant clarity while the paragraph outlines all of the details in a compelling, conversational and easy to read format. Those two elements are the core of your description for an individual product in your catalog. The product title is usually the literal name of the product. Something short and memorable listing on a marketplace like amazon is a little bit different. Unlike Shopify, you'll write a long form listing title with relevant but not overwhelming keywords. The platform also supports five long bullet points and I recommend that they are 1.5-2 lines long, which typically 1-2 sentences with a short feature summary statement in all caps. That length makes it easier to skim for quick answers. All of the bullet points should be the same length and read like complete sentences with correct punctuation. The actual description is often 100-250 words and it should be formatted in paragraphs not bullet points technically. HTML is not allowed in standard listings but there is precedent to allow line breaks for paragraph organization. I strongly recommend taking advantage of enhanced brand content. Also known as E B C or A plus listing content options if that's available, they allow for more integrated formatting and expanded content. Now, before we move on, I want to explain another quick note about formatting. If you're selling on platforms like amazon, ebay or Etsy, you need to familiarize yourself with site regulations, formatting rules and the most common practices. But remember just because it's common, does not always mean that it's the most effective or even allowed in some cases. For example, Here are three common problems on Amazon that I discourage you from copying number one over stuffing the bullet points on amazon creates a negative visual challenge. Readers will not be able to find the actual facts that they want to know in a huge block of superfluous text If you do that, it expands the section far beyond what is intended by the site design. # two emojis and html are quite common on amazon but they are strictly prohibited by the platform and put the listing at risk of being flagged and ranked lower in search. Emojis might look cute in the bullet points but they're definitely not allowed or necessary. Number three. Keywords stuffed. Amazon listing titles are also common, but keywords belong in the keywords action. Any keywords that are listed in the title should read organically as part of a cohesive phrase that describes the product exactly like it's supposed to function. It's a definitive overview of the product. Not a key word jumble. Yes, there are more listings than regulatory box but you don't want to be the one unlucky listing that is penalized even if others pass under the radar, make sure to stay up to date on platform regulations as they change and write content that is visually appealing within the structure and design of the site that will create the best reader experience with platform longevity. Now, back to those three description examples, let's say that a brand needs an amazon listing, a description for their Shopify site and a teaser excerpt for the website's homepage for S. E. O. Benefits, unique content is always preferred, which means the exact forbid shouldn't be published on multiple pages For readers. You should also make sure that the formatting of your description matches the best practices of where it's being published. If the brand is on a tight budget, I recommend investing in the largest amount of content. So in this case the platform listing and then paring it down to repurpose, trim and rewrite the essential information into smaller content sections for the e commerce page and homepage excerpt of course, if the company is dead set on duplicating content and they don't have the time or budget to do anything more than just copy paste. The general formatting rule is that amazon can work for Shopify, but Shopify can't work for amazon. At this point, we've covered what a product description is, what it's not and some basic format and guidelines for different platforms. Next, we'll dive deeper and discuss the function and sales purpose of a product description.

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