Optimize Product Description Pages – Right Stuff in the Right Order

by My Web Writers

Much attention is given to achieving optimized product descriptions through engaging content, keyword ratios, and quality pictures. Admittedly, these features definitely play a role in satisfying both the search engines and the reader. However, often overlooked in this formula is the power of putting the different sections of your product description content in the right place.

Prime Page Areas and Prioritized Content Sections
In order to strategize the positioning of your textual product page sections, begin by identifying the “prime real estate” areas of your web page. After having plotted the most frequented areas of your page, prioritize each textual section according to its importance. Finally, assign the highest prioritized content sections to your “prime real estate” areas for a truly maximized product description page.

Establishing “Prime Real Estate”
Much like the real estate adage of “location, location, location,” particular web page “locations” receive more attention than others. These popular landing spots make them more valuable to your product description page design. Web readers focus their attention on the top portion of the page frequently ignoring the lower portion of the page due to scrolling. As tablet and smartphone sales surge, the relationship between viewership and page location becomes even greater due to the smaller screen size. Thus, in the world of online product description pages, “prime real estate” refers to the top of the page. Make sure to maximize this area with optimized content.

Identifying and Prioritizing Textual Elements of Your Product Description
At a minimum, all commercial description pages consist of
+++– a “call to action” (the option to buy),
+++– product specifications and
+++– a product narrative.
To prioritize those textual elements, keep in mind that the product description page’s ultimate goal is to convert a visit into a sale. Given that conversion reigns as the page’s overriding goal, the most highly prioritized element is the “call to action.” However, if the customer isn’t ready to immediately buy, a descriptive narrative persuades the customer to make the purchase by elaborating on the product’s benefits and possibilities. Remember that some discerning visitors, on the verge of committing to the sale, may wish to analyze the detailed specifications of the product. Given the role of each of these content sections, the push for the sale puts the “call to action” at the top of the priority list, followed by the contextualized narrative paragraph, ending up with the detailed product specifications.

Putting Location and Prioritization Together
Having identified prime web page location and having prioritized content sections, merge the information together for a truly optimized product description page. Position the “call to action” at the top of your page. Stick a quality product picture next to the purchase link so that visitors who are ready to buy can quickly confirm the product’s identity, make the purchase, and move on. Fill the next tier of “prime real estate” with the kind of narrative text that persuades the apprehensive shopper to make the purchase and enjoy its benefits. Lastly, assign the least highly prioritized product specifications to the least valued page section. In other words, product specifications make the most sense at the bottom of the page .

Engaging, keyword-rich content alone won’t make the sale. Engaging, keyword-rich content put in the right place will. Should the multiple considerations involved in designing optimized product description pages seem overwhelming, contact content writing services like My Web Writers. We thrive on creating the kind of product description pages that convert browsing visitors into long-term, paying customers.

~Marni

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Filed under Content, Product Descriptions

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