Encyclopedia

Your entire website may revolve around e-commerce or you may have a section of your website devoted to selling products or packaged services. Writing about products within websites can be harder than it looks, can't it? Here are some tips and ideas for you. Always see it from the busy customer's perspective. Who are they? What are they looking for? Why should they buy your product? Think of each product description as an advertisement in its own right. On this basis, you need a headline, some bodycopy, the price and a call to action. Headline The headline is the single most important item of copy. If the website visitor does not understand the headline, they will not read further. Product description headlines should clearly convey what the product is and what it does. If there is room, include a benefit as well. Many e-commerce product headlines only provide the product name. The problem being that this may not tell the busy website visitor what the product does or why they should...

Use the word ‘You’ as much as possible; don’t use the words ‘I’, 'Our' or ‘We’ so often. A good test is to go through your copy and count the number of times that you have used these words. Use ‘You’ four times as often as you use ‘I’, 'Our' or ‘We’ When people read your copy, it will come across as more personal and engaging....