Having to write catchy product descriptions, sharp headlines, and an engaging “About Us” page can cause writer’s block in even the craftiest retailers’ brains. Whether you prefer to enlist ChatGPT’s help, or write things yourself from scratch, Gilbert Russell, owner of Brio Bodywear in Ottawa, ON, as well as a retail coach and consultant, has some tips that will help your web copy sing.
Make Sure You Are Using the Right Keywords
Russell suggests creating a Google Ads account or using Ubersuggest. Make sure you’re using your keywords in the product descriptions and product titles, and include them in your image titles, as well. “Be sure that the brand and model number is listed,” he adds.
Search engine optimization (SEO)—used to increase your site’s visibility and ranking in relevant searches—is important enough to contract out if you don’t feel comfortable taking it on yourself. Look within your community for SEO consultants who offer one-time or ongoing service packages. “But make sure you’re not paying too much,” Russell advises. “They’re all using AI now and their work has gotten much easier, so their rates should be coming down.”
Tighten Up Your Product Descriptions
Keep descriptions short, and turn your product features into easy-to-read bullet points. “First, appeal to customers’ emotions,” says Russell. He recommends starting your description by telling the customer how they will feel when wearing the product. “The second line can give them the facts. And the third, your expert opinion.”
This formula will help you appeal to logical buyers and emotional buyers at the same time. “We use a lot of keywords in our descriptions, like ‘soft fabric’ and ‘quick-dry,” says Nathalie Velasquez, owner of Nathalie & Co. Dancewear | Swimwear | Activewear in Phoenix, AZ. “Then I do bullet points with the facts for that logical buyer.” A description she once wrote for a St. Patrick’s Day tutu, for example, had a line conveying the fun of seeing kids and babies in the shamrock tutu, then three bullet points about the tulle fabric and trimmings, lining, and waistband. The copy finished up with expert advice on how to style and care for the item.
In recent years, AI tools have revolutionised copywriting. Russell has worked with ChatGPT, and while he has had “limited success” with it in terms of SEO, “a great way to use it is for product descriptions,” he says. Just remember to add the aforementioned “expert opinion” rather than relying on it to come up with one for you.
Use an FAQ Page to Your Advantage
The FAQ page gives you a place to address some of your customers’ common objections. If you find that people are turned off by a high price, use this page to share details about how the item is made and what materials it uses so they can see its enduring value. Or if you discover customers complain about street parking, share some nearby public lots where they can park.
Make It About the Customer
The “About Us” page is the second-most visited page on your site, and it’s the place where you can tell your story. Here’s where to let the customer in on who you are and personalize your shop, but don’t make this page just about yourself. Russell suggests sharing what makes you special, from the customers’ perspective. Change your language: Instead of saying “Our store has the best leotard styles,” say “You will find the best leotard styles at our store.”
Dig Deeper
Why not download Gilbert Russell’s 12-point checklist for how to get more customers and improve your online game?
Libby Basile is a former editor for Dance Retailer News and a specialty-retail storeowner based in Cheshire, CT.