Your Recipe for Product Listings that Sell

Author: Kelsey Thompson

Your Recipe for Product Listings that Sell

Your website is like a concierge at a hotel - its job is to direct people, answer questions and make suggestions - and sales of course!

You want to be sure that when customers land on your website it’s doing the best concierge job it can by moving people along a path to purchase. The website experience is all about the customer, so we’re going to use the copy - or words we’re using - to talk directly to them as an individual.

Website product copy is all about “pre-answering” any question your buyer may have. You don’t want any hesitation when they are looking to purchase and you don't want to field phone calls asking questions. Your site should save you time off the phone… So it pays to take a few extra minutes to write a great product description.

Many of your buyers won’t read all of this, but it’s going to give you:

a) A standard design policy/disclaimer

b) Full-sentence content for the search engines to crawl

c) It will cover your butt when someone orders online and then calls wondering why the rose was pink instead of orange. ;)

Let’s break down the recipe for a great product listing! Here's the "ingredients".

1 - Description of style and feeling - how will the recipient feel?

2 - Description of possible flowers/colors - what will it include?

3 - Description of use/occasion - is it appropriate for _____ occasion?

4 - Difference in size/prices - what happens if they pay more?

5 - Availability disclaimer - what are substitution expectations?

6 - Approximate Size/scale - how big is it going to be?

Now, let's use those in paragraph form so Google will love them! For this example we’ll be describing the “Sunset Smiles Bouquet”.

DESCRIPTION: This stunning bouquet of bright colors and flowers will bring happiness to anyone's day! This floral design is a long-lasting mix of seasonal flowers in [STATE NAME] sunset tones; perfect for a birthday delivery, anniversary gift or “just because”. Here at [SHOP NAME] we use only the freshest flowers so the types and colors of flowers will vary according to availability each week.

The Sunshine Bouquet is designed in a glass vase, and varieties may include yellow, orange or red lilies, sunflowers, gerbera daisies, mums, asters, carnations, Peruvian lilies, and more! Each flower delivery is hand-made for your recipient and hand-delivered. Upgrade your bouquet selection for a fuller look and more premium blooms, including roses. For special color requests, please call the studio at [PHONE]. This style of floral arrangement is available for same day delivery in [TOWN NAME] and surrounding areas. Substitutions will retain the full value and spirit of the original design.

Average approximate Size: 12" H x 15" W

Whew! Yes it's long. It's ok! Search engines prioritize paragraphs. You’ll notice that I made sure to sprinkle “key words” into that description. These words and phrases are pulled from Google analytics and are common search terms used when customers land on flower shop websites.

You’ll notice I also incorporated locations into the copy as well. You can check your own search term analytics on your Google Business Profile. I like to keep a list handy for creating web and social media content!

Here’s what we had in the “Sunset Smiles” example:

> Bouquet

> Floral design

> Seasonal flowers

> Birthday

> Anniversary

> Delivery

> Roses

> Sunflowers

> Flowers varieties

> Shop Name

> Flower delivery

> Arrangement

> Same day delivery

> Town Name

> State Name

This was a very beefed up example; I don't put my town name in every listing, or the "hand-made, hand-delivered" line... but I do make sure that a handful of my listings mention delivery, just worded uniquely.

During the holidays I work in sentences about enjoying dinner with family returning home to [town name] or waking up to a cup of hot coffee on a chilly [town name] morning. Tie your keywords back into the copy you’re writing and make them a valuable part of your content.

I also try to list not only the flower varieties shown in any example photos, but also any varieties that I would anticipate using as common subs. If I don’t have yellow sunflowers, I would sub in a gerbera daisy or mum - so I’m going to include that in the possible varieties sentence as an insurance policy!

Can you use this "recipe" as a guide to improve your own product listings? For a guide to taking great product photos to go with your keyword rich copy, check out this post.

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