SEO technique

Complete Guide to Writing SEO Product Pages for E-commerce

10 December 2023 Eugénie Delhaye

For an online store, competing with e-commerce giants is difficult. However, you can maximize your chances of success and make your products more popular by creating appealing and informative SEO product pages.

A product page is an extremely important element of any online store: the term refers to the page of your site that presents your product to customers, usually their last stop before the cart. Product pages play a decisive role in convincing and enticing people to make a purchase via well-crafted descriptions and visuals.

So, how do you write a product page that not only seduces but also sells? The web marketing professionals at our web agency have written this guide to share best practices for writing top-performing product pages for your e-commerce!

Table of content

1. Why write a product page?

A product page allows is the first point of contact between your product and a potential buyer. A well-written and informative product page builds the consumer's trust and helps them understand the good or service  you’re offering, increasing their chances of conversion.

But be careful, product pages actually serve two purposes. Yes, it provides accurate and attractive information about your product, but a well-optimized page is also valuable content that can help you rank higher on search engines. An effective product page is more than just a description; it should tell a story, highlight the benefits and special features of the product, and be optimized for SEO to help increase traffic to your website.

2. Key elements of high-performing product pages

When writing a product page, begin by listing all the elements you need to include. These generally do not vary from one platform to another:

  • Product title: The title should be concise and descriptive and contain relevant keywords. It must immediately tell the customer what they can expect from the product or service.
  • High-quality images: Clear, professional images of the product taken from different angles engage customers and are proven to attract buyers.
  • Detailed description: A well-written description that highlights the features and benefits of the product will help customers understand why they should buy it.
  • Technical specifications: Always mention product specs, including dimensions, materials, color availability, etc.
  • Price & Availability: Be transparent about the cost of the product and whether it’s currently in stock.
  • Instructions for use: Include clear and detailed instructions for how to use and care for the product, to improve customer experience and minimize returns.
  • Delivery information: Include details about delivery options, fees, and estimated delivery times.
  • Reviews & Comments: Display customer reviews and ratings to build trust and provide an authentic perspective on the product.

Here is an Ikea product page, a good example of a clear, effective product page that contains all the right information:

3. How to write an SEO-friendly product page

From zeroing in on the needs of your target customer to contributing to the SEO of your website, every aspect of a product page should be carefully crafted to captivate and convince. Let's take a look at how you can turn a simple description into a powerful sales tool.

3.1 Understand your target audience

Understanding your target audience is key to writing the kind of description that they will like. Clearly defining a typical customer will allow you to identify what they need and expect and what their budget is likely to be. You can make your content more powerful by addressing the buyer directly. Use simple keywords and phrases that your consumer would use. If you want to include technical jargon, we recommend placing it in a dedicated part of the description, such as a ‘specs’ section for example.

You can also create Buyer Personas to help you better understand customer preferences and behaviors. These detailed outlines of your ideal customer will help you further personalize your communication and align every product description with the unique expectations of each customer segment. By anticipating the questions and potential complaints of your personas, you will be able to write a product page that not only informs, but also convinces and engages.

3.2 Choose a relevant title

Make a strategic choice when it comes to choosing a title. Product page titles need to  attract the attention of potential customers and also improve the SEO of your page. A good title should be catchy and informative, incorporating keywords for effective SEO while giving a clear idea of the product.

Writing an effective product page title is about finding the right balance between engaging customers and providing them with clear, practical information about the product. In other words, your titles should both spark curiosity and offer a clear promise about what the customer will discover when reading the rest of the page.

3.3 Write SEO page content

Once you have identified the different element you want to include on your product page, you need to categorize and organize them with headings and subheadings. Separate contents so that the information is clear and well-spaced. Try to find a structure that could apply to each of your products, so you can create some consistency across your site.

Using title tags (<Hn>) for headings can help with this process. Title tags allow you to organize and structure content according to its relative importance using different text sizes, ranging from H1 (the main title of the page) to H6 (and other lower-level subheadings). <Hn> tags also allow you to improve your product page SEO by clearly communicating the structure of the page to search engines.

When writing content for your product page, use short, concise sentences and be sure ot proofread to avoid spelling mistakes. Follow the inverted pyramid structure: start with the big ideas and go into progressively more detail as you go down the page, sticking to one idea per paragraph. You can change the font and emphasize parts of the text you find important with bold lettering. Writing well can turn your product page into a pitch, rather than just a list of product benefits and features.

3.4 Use storytelling

Storytelling is a powerful technique that will bring your product page to life. It consists of telling an engaging story around the product that inspires the customer to imagine using the product successfully and enjoying its benefits.

This narrative approach transforms a simple description into am engaging experience, as customers project themselves into a reality where they are using the product. For example, instead of simply listing the features of a camera, you could describe how it will capture life's precious moments and create lasting memories.

3.5 Stand out from the competition 

To stand out, you need to highlight the unique benefits and specific features of your product. Don’t copy the product description from your supplier.

Create a unique product page that is specific to your business and highlight the good qualities of your product. Mention details, share your expertise and demonstrate that you are a credible seller. Choose vocabulary carefully to set a tone that reflects the image you want to convey. A clear, detailed, and compelling description will help the customer understand why they should choose your product instead of another.

Note that sensory words are very effective. You can simulate the consumer’s imagination with adjectives that describe your product in full, referring to its appearance, touch, taste, etc. Remember, you are writing for buyers, not robots! Try to seduce users by selling experiences instead of just products. For example, if you sell cosmetics, you could emphasize the texture of your product by using terms like “smooth” or “fresh”.

Deciding what might be the best vocabulary is up to you, but remember to keep your tone consistent with your offer. Don't use a light-hearted or funny tone if your customers are looking to purchase technical or cutting-edge products.

3.6 Optimize for SEO

SEO, or Search Engine Optimization, is vital if you want your product page to gain visibility in search engine results. Strategically using relevant keywords and adhering to proven SEO techniques will improve your page rank and attract more targeted traffic.

agence seo consultation

Even if you offer good products on your online store, you won’t make sales if no-one can find your product pages. Try to anticipate and understand what Internet users are looking for when they type questions into search engines, and make this type of research a part of your SEO strategy. This will help you hold customers’ attention and prevent them from leaving your site too quickly. Ask yourself the right questions:

  • Am I helping the consumer find what they want?
  • Am I providing them with relevant information?
  • Am I helping them make a decision?

You'll also need to find and use the right keywords.

3.7 Include visuals

When writing a product page, never underestimate the power of visuals. Online shoppers need to see and understand what they're buying since they can't touch the product in person. That's why you absolutely need to include several high-quality images of your product, taken from different angles, on each product page.

Images should allow customers to zoom, rotate, and inspect every detail of the product, which will boost their confidence in their decision to make a purchase. A demo video showing the product in action can be a major asset.

Visuals also contribute to good product page SEO: photos alongside text is the preferred format. This combination is a guarantee of quality content, as it shows that you have worked at building a good product page. Also note that the more content you have on your site, the more likely search engines will spot you.

3.8 Add customer reviews

Incorporating authentic positive customer review can significantly influence the purchase decision of internet users. It’s well-known that reviews offer social proof of the quality of your product.

Other types of social proof also play a very important role. In the age of social media and Amazon, being able to read other people’ reviews has a huge impact on page conversion rates. Including a rating system, stars or customer comments will have a strong impact on your page visitors. The more popular your item is, the more credible it will be and the more consumers will want to buy it.

This marketing technique is your strongest ally and a powerful promotional tool. Amazon understands this, which becomes obvious when you notice that their users can see the star rating before even reaching the product page:

3.9 Include upselling strategies

The integration of upselling strategies such as cross-selling can significantly increase the value of the average order. Offering complementary or higher-end products encourages customers to explore more options and increases opportunities to make sales.

Cross-selling is an internal linking e-commerce technique that consists of presenting the customer with complementary products that are thematically linked with the initial purchase. The idea is to simplify the customer's buying journey by offering them related items that enhance their overall experience. For example, if you're buying a camera, a cross-selling offer might include accessories such as a protective case, an extra memory card, or a tripod.

Up-selling can also involve suggesting similar but higher-end products that offer more benefits than the initial item being viewed. This technique aims to persuade the customer to upgrade to a more advanced or higher-quality option. For example, if you're looking at smartphones, upselling might include presenting you with a high-end version of the same model with larger storage capacity or improved features.

These digital marketing strategies are not only aimed at increasing the amount of each transaction, but also at fully satisfying the customer's needs. When implemented carefully, they offer a range of ways to precisely meet buyer expectations. Keep in mind that these techniques must be used judiciously and integrated seamlessly into each product page, so that they add value without creating confusion or undue pressure on the customer.

3.10 Facilitate the buying process

An effective product page always includes clear and easily accessible transactional information. It's important to provide a seamless experience for your customers from the very beginning of the buyer’s journey. Here are some basic elements that need to be displayed clearly:

  • Accepted Currencies: Display prices in whatever currency your buyer uses, whether they are local or international customers. Every visitor needs to be able to immediately assess the cost of your product.
  • Product Availability: Keep your customers informed about the availability of each item. In case of stock shortages, offer restock or pre-order notifications.
  • Delivery Times & Costs: Avoid unpleasant surprises by providing clear estimates of delivery times and costs right on the product page. This allows buyers to plan accordingly.
  • Return Policy: Explain your return policy clearly and honestly, and mention any potential delays and fees. Transparency builds trust.
  • Payment Options: Offer a variety of payment options, including credit cards, PayPal, and other popular methods. Multiple choices for making payments will increase the chances of conversion.
  • Terms and Conditions of Sale: Make sure that customers accept your terms and conditions of sale before finalizing their order.
  • Clear Calls To Action: Include easy-to-see call-to-action (CTA) buttons such as "Add to cart" and "Complete my order" to guide shoppers through the checkout process.

Optimize your product page SEO with My Little Big Web!

A carefully written product page is more than a simple description; it acts as a between your offer and consumers. It should not be limited to describing product characteristics; an effective product page builds trust by combining accurate information, high-quality visuals and engaging interactive elements.

The techniques and recommendations we’ve described in this article are key to creating a satisfying user experience. It is important to understand that an effective product page is the result of a well-thought-out and carefully developed strategy. It should be designed to make the most of your product while responding directly to the specific needs of your target customers.

My Little Big Web is your web agency of choice for search engine optimization. Our expertise focuses on building custom SEO strategies, with the goal of propelling your website to the top of search engine results pages. So go ahead and use our contact form to get in touch today! By collaborating with us, you’ll benefit from increased visibility, more traffic and a boost in your sales!

FAQ Product page SEO

1. What are the traits of a perfect product page?

A perfect product page is concise, informative, and engaging. It should include a clear and accurate description of your product, high-quality images, and SEO keywords that will improve your SEO.

It should also highlight how the product will benefit the user, include authentic customer reviews, and present a clear call to action, such as a ‘Buy’ button. It’s important that your product page is easy to read and has an appealing layout for optimal user experience.

2. How should a product page be adjusted for high-quality products?

To highlight high-quality products, it is important to write descriptions that emphasize the unique features and benefits of the product. Including attractive visuals and detailed information will help to highlight the quality of the offer.

3. How important are product photos on a product page?

Product photos are an extremely important element of an effective product page, as they allow customers to visualize the product and appreciate every detail and feature. High-quality visuals are proven to positively influence customers’ purchase decisions.

4. Do you need to hire a professional to write product pages for an ecommerce site?

Hiring a professional to write a product page can give you an advantage, as an experienced copywriter will know how to present products in the best possible way, using SEO content writing techniques to convert visitors into customers. For many reasons, it can really help to hire a web marketing agency.

Eugénie Delhaye
Cofondatrice et Spécialiste Marketing Internet et Référencement Naturel (SEO) Ma maîtrise des techniques de référencement, combinée à une analyse minutieuse des tendances du marché, me permet de créer des stratégies SEO sur mesure, efficaces et durables.
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