Product copy that sells and gets found on Google

Product copy has two jobs: getting a person to buy, and being found when someone searches. They work together as long as the copy is written for the person first.

The structure that works

1. One sentence saying what the product is and who it is for. This is the sentence that shows up in search results and when the page is shared.
2. Two to four lines on what it does for the buyer.
3. A list of the technical details: materials, sizes, weight, origin, care.
4. What is included and what is not. This cuts support questions more than anything else.
5. An answer to the question you get most often about this product.

Write about the benefit, not just the material

"One hundred percent merino wool" is a fact. "One hundred percent merino wool, which keeps you warm even when it is wet and does not smell after a three day hike" is a reason to buy. The fact needs to be there, but it has to lead somewhere.

Keywords

Use the words people actually use, not internal names or the supplier's part numbers. If people search for "men's wool sweater", that phrasing should turn up naturally in the copy and in the title.

There is no density target to hit. Write normally and use the word where it belongs, including in the page title and in the image description.

Duplicated copy

This is the most common problem in Icelandic online stores. When the same text sits on a hundred pages, Google picks one of them and it is rarely yours. Writing three sentences of your own at the top is enough to change the picture considerably.

The photos are part of the copy

• One photo on a white background for the overview.
• One photo in use, showing scale and context.
• One close up of the texture or a detail.
• An image description on every photo, which is both an accessibility issue and a search issue.

What to avoid

• Piles of adjectives with nothing behind them: premium, unique, revolutionary.
• Capital letters and exclamation marks.
• The same three sentences on every product with one word changed.
• Hiding important information in a tab someone has to click.

Frequently asked questions