A successful collection or product landing page needs more than your product images and a few features listed below. You need to strategically and purposefully use words and photos to make your landing pages rank on Google and reach your target audience. Successful landing pages do not happen by chance. It takes planning and executing your purpose clearly, efficiently, compellingly, and engagingly. Read on to learn landing page copy best practices for ecommerce brands.
Landing Page Copy Best Practices
As Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.” I’m confident he wasn’t speaking about your landing pages, but the quote is indeed applicable. You must prepare your landing pages well for them to help you rank higher on Google, increasing website traffic and sales. You must know the purpose, construction, precision, and positioning of landing page copy and follow these landing page copy best practices.
Landing Page Copy: Purpose
The purpose of an ecommerce collection or product landing page is to showcase your products and facilitate successful sales while leading your audience through their buyer’s journey. To do that, your pages need to be easy to find and explore.
When done correctly, SEO-optimized website landing pages enable you to get in front of those searching for specific words or phrases related to your products. When you optimize your landing page with keywords your audience types in Google, you increase the likelihood that your website pops up on the first page of search results. Why does this matter? For three reasons:
- The #1 organic search result is 10x more likely to be clicked than the #10 spot.
- Up to 92% of clicks are on the first page of Google compared to 6% on the second page.
- 90% of respondents in one survey said they were likely to click on the first set of Google search results.
However, getting to the top of Google is only part of the solution. You must then ensure your audience is greeted with high-quality photos, accurate descriptions, and plenty of opportunities to quickly find what they’re looking for once they visit your site.
Landing Page Copy: Construction
Landing page copy best practices for your collection and product pages must include strategic elements to accomplish the purpose of traffic and sales.
- Clear, SEO-Optimized Page Title: Incorporate highly searched, relevant, and creative SEO keyword phrases into your collection and product page titles. “Shoes” is too general. “Men’s Handmade Dress Shoes” is much better.
- Short Product Description: Keep the descriptions concise and compact on your product pages. That way, shoppers can easily find and comprehend product information. Too many words and unknown terminology can serve as an obstacle for potential customers. Kindly keep it simple to pave the way to a successful sale.
- Descriptive Collection Explanation: Every collection page on your site needs SEO-optimized content. Yes, the page’s purpose is to showcase various products in a single collection. However, you need words on every page to rank on Google. Without words, your collection landing page won’t rank. You must properly format these words with H2 and H3 headers, include internal links, and always use SEO keywords.
- High-Quality Product Imagery: A picture is worth a thousand words. Make use of clear photos that exhibit the product’s features and benefits. Using high-quality imagery can evoke emotion that forms a connection between the product and the customer. Consider it a plus if your product pictures answer questions the viewer may have. Short product clips and videos are another great way to show off your goods.
- Call to Action: A call to action (CTA) tells your reader to take action now. It’s as simple as an “Add to Cart” button on a specific product landing page or telling the reader to view a particular landing page to find similar products. Either way, the goal of a CTA is immediate action.
- Test to Confirm the Page is Mobile-Friendly: Congratulations! You have planned and designed the perfect product landing page. Go the extra mile and confirm your landing page is just as beautiful using a mobile device as it is on a desktop. With your product at your ideal customers’ fingertips, make sure they can make a purchase from anywhere.
Landing Page Copy: Precision
There’s no doubt that your products could sell themselves. However, using precise copy on your collection and product pages will speed up the sales of your magnificent products. Applying accurate and detailed information about your products brings the viewer one step closer to completing a purchase. Because the goal of the copy is to gently guide shoppers through your products, eliminate the stumbling block of too many words. Remember, you already have one thousand worth in each photo. Here are landing page copy best practices when it comes to how many words you need on each type of landing page:
- Collection Page Word Count: Approximately 500 words
- Product Page Word Count: Approximately 300 words
Landing Page Copy: Positioning
You can scroll through hundreds of images significantly faster than you can read hundreds of pages. Remembering this will help you choose your landing page copy positioning. You need to make it easy for customers to scan your copy and find the information they need to make an informed purchasing decision.
On collection pages, start with an attention-grabbing banner or header image. Include a few sentences of SEO-optimized copy at the top where potential customers land. Once you have their attention, pique their curiosity with the product photos in the middle of the page. After looking at photos, viewers can read about the products and what they offer in your landing page copy at the bottom of the page. This landing page copy should list your products’ features, examples, and benefits, including your brand’s USP (unique selling proposition). Use this space to portray your company’s “WOW” factor. What makes you different? What special processes do you use to make your products? How are you better than your competition?
Incorporate Landing Page Best Practices on Your Collection and Product Pages
Now you know the landing page copy best practices for ecommerce product pages and collection pages. Now it’s time to start writing and get your products to the first page of Google and in the hands of your target audience. If all of this sounds great, but you don’t have the time or resources to implement a landing page copy strategy yourself, contact us today to learn more about our ecommerce copywriting services.
