Many people think their Home page is the most important page on their website, and they spend all kinds of time trying to get it right.
On the contrary, the product page is always the most important page on an e-commerce website. It’s the page that makes the actual sale. It’s the page that people see first if they do a search on Google and find you. It’s also the page that people are most likely to share on social media.
A shorter product page is not a better product page. The more text content you have on each page, the better from a search engine standpoint. Lest you worry you’ll be missing out on a younger audience who seem to prefer reading less… adding bullet points and breaking up your content visually will provide a good experience for many different types of readers.
Speaking of stories
People communicate in stories. We remember things in stories. Telling stories is the most powerful marketing there is. Stories take on lives of their own, adapt over time, and are easily spread between fans.
Imagine when you’re writing your product descriptions that you’re talking to a close non-beekeeping friend, sharing with them what’s so amazing about each honey varietal, and perhaps also adding what you do differently than other beekeepers… why your honey is so good.
Keep your writing focused on the benefits to people buying your honey, staying away from any beekeeper-only terminology and from anything that non-beekeepers might find uninteresting or off-putting.
The formula for writing descriptions that sell
- Inviting, interesting, or historical mini-story. We’re thinking more along the lines of interesting micro-stories people might easily share with their friends at a bar, versus longer or more elaborate stories that might have limited instant appeal.
- Connecting the story to the reader and identifying uniqueness. How they can be a part of the story somehow, and what it is about your product that differentiates itself from the many others they might choose to buy instead.
- How to make the product work best for the reader, which includes notes and ideas about what each honey pairs best with, and other ideas for ways to enjoy this particular honey in their lives.
- Personal signature of some kind (ideally including a photo of you), emphasizing that by buying honey on your website, they’re buying from an actual person who cares, who they see smiling back at them.
- Connecting the reader to something bigger than themselves, such as the bigger picture of how they’re supporting a family business, not some huge company, and also supporting pollinators and helping make the world a better place.