Owners of Online Shops : Writing great content

What I loved about Trader Joes, not only could you feel and look at the products, but they also offered extra info to help you care for your product.

Today I have a ‘bee in my bonnet’. After browsing a shop with some awesome designs in it. I would maybe buy, but I’m not sure. Its a fashion accessory item and I just can’t tell by the beautiful photo what size it is. Is it big and bold? Light and delicate? Perhaps a Medium? I can happily wear medium or light but I know my fingers look odd with a huge ring. I like them on others though, just not me.

Inspired by this I have decided to write down the list usually given to clients if they are struggling with writing content for their online shops.

What you absolutely must have in your shops content:

  1. Individual  Product Content: Make sure your product descriptions have the facts; whats its made out of, how big it is, what it smells like, what it can be combo’d with… whatever suits. Answer every question you think they may have about it (think about yr own online shopping experience, what questions have you had in the past?). This is your sales pitch baby. But don’t over do it! You don’t want people to feel they have to read an epic to get the info they want. When formatting bullet pointing the never goes a-miss, information like:
    • -colour
    • -size
    • -materials the product is made out of
  2. Clear Photos of your product. On a background that is enhancing your product, not detracting from it. If you can give a visual idea of scale this is a good thing.
  3. Content tone gives your shop “atmosphere”, if its fun and funky, you can try injecting personality into your content.
  4. Country of origin: Being in NZ we may try to not make this quite so obvious due to post delays. However what happens when someone halfway across the world expects their product in the post within the week. A whole world of pain baby. Emails, upset complaints, worries… all of that reflects on your shop and how you run it.
  5. Shipping countries and costs where possible. Returns policy, your terms and conditions, no-one may ever read them, but they assure people you are legit by their existence.
  6. Payment Information: How people can pay for your product, is it paypal? Credit card? Bank Transfer, all of the above? Have this obvious on the site somewhere thats not just the checkout.
  7. Info about you! People love a story, give it to them! Make them love the fact your not a major corporation or multi national brand but a great small biz or independent seller.
  8. Language/Lingo: Use your customers language, avoid industry terms and stay clear of ‘jargon’. Unless that is your target customer.
  9. Menus and Categorisation: Section your goods out in a nice obvious manner. Look at how successful people do it and if not replicate, let it guide you.

So the facts are over I have a link to give you for further reading. Etsy – Don’t be put off by all the crafting, thinking it does not apply to you (if your not a crafter) there is a wealth of knowledge here.

An article on writing item descriptions.

-Their sellers handbook

I also have a lot to say on the marketing front – stay tuned!

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