We see that brands and institutions conduct extensive research for e-commerce product content needs. Product promotional texts are of great importance in order to achieve sales targets in market places, increase product-specific e-commerce site traffic and ensure sales. Content that describes the product, introduces it, and explains the usage features are the only elements that convince the reader to buy. It’s not hard to see them as salespeople in a store and understand how low the rate of convincing customers in the store would be in their absence. On the other hand, e-commerce product contents are the most important tools of search engine optimization. So much so that it is impossible to do search engine optimization for an e-commerce site without product or service detail content. If so, content is necessary both to sell products or services and to gain site traffic. So, how to write e-commerce page content, who writes these content, and what mistakes cause the investment of time and money on the content to fail? Let’s look at the answers to these questions..

What is e-Commerce Product Content and Where Is It Used?

Content that provides information about the products that an e-commerce page promotes for sale is called e-commerce product content. Contents that explain the features of the product, how it is used, what it is used for, what to consider when buying this and similar products, what to consider when using the product, and brand-specific advantages are important. e-commerce product texts are located on the product page of the relevant brand’s corporate website. In addition, if the brand offers the product for sale in the market places, there should be original product content there as well. It is necessary to know that only one content can be written for a product and that the same cannot be used in every medium. So, how should an e-commerce product content be written and what features should it have, which introduces the product, explains it, encourages buying it, and touches the needs related to it?

How Should E-Commerce Product Contents Be?

From giant marketplaces where millions of products are sold to boutique e-commerce sites with a limited product range, there is a need for content describing the relevant products in every online sales channel. In the early 2000s, the need for content was not well understood, and many sites could receive traffic with missing product or even category content. With more actors turning to online sales channels in the 2010s, competition increased and online sales organizations had to improve themselves in terms of visual, fluency and content. They started investing in adding more content such as software that can categorize products, tools that filter by need, more expressive writing styles and images. The 2020s, on the other hand, became a period in which the race was determined by the quality of the content in e-commerce. Content that carries certain parameters and is of high quality has become a defining feature for product sales in e-commerce. So, what are those specific parameters or how about quality e-commerce content?

Quality Product Content Features in 10 Items

• Original Content

Content must be completely original. The originality of the content should be tested with plagiarism checking tools, and if there is more than 5% of a match, the content should not be taken live without a revision.

• Length of Content

The content should be kept long enough to compete with similar product ingredients. However, long content does not mean empty and boring word piles. Product promotion content should be written in a certain narrative flow and without repetition.

• Subheadings in Content

The content should be divided into sub-headings to make the subject easier to express and easy to read.

• Headings with Keywords

Each title should also contain the most common search terms related to the topic.

• Item Item Description

Paragraphs should not be too long because if the subject to be told is long, it should be explained item by item so that it does not turn into a boring word stack.

• Keyword Research

Before the content is written, a list should be created with the search words made about the relevant product, that is, keyword research should be done for the content and these words should be written in bold in the text so as not to disrupt the flow.

• Persuasive Content

Another issue that is as important as the technical details mentioned above is that the content is written in a language that convinces the reader to try or buy the product in question.

• Language Domination

Persuasive content has to be flawless in terms of language and expression. A text with typos and grammatical errors both destroys the reader’s desire to read it and prevents trust in the person promoting the product. It can be compared to a very scruffy salesman giving fashion advice in a clothing store. The person reading the content wants to know that it was written by a competent narrator so that they can trust the information provided.

• Content That Makes a Difference

Considering that millions of versions of the same product are on sale on hundreds of different platforms, your content should also make a difference. In order to make a difference, the features and offers of the product should be researched very well and the user should be given the information that will make a difference. It may also be about the privileges and conveniences offered by the channel that sells, rather than the product. Opportunities offered in product sales can also be explained to the reader.

• Suitable Content for the Target Audience

The target audience of the product should also be researched and the content should be studied accordingly. Otherwise, the content will fail to appeal to the buyer. For example, continuous “discount” or “reasonable price” communication will fail for content prepared for limited edition handmade furniture products. Similarly, “discount”, “reasonable price”, “economical package”, “long-term use” communication should be emphasized on products such as surgical masks, wet wipes, paper towels, which are frequently used and want to save on wholesale.

What is the Difference Between E-commerce Product Contents and Other Corporate Website Contents?

Product contents are constantly updated. The product in stock today may not be available tomorrow, or it may come with a different package, quantity. Therefore, it should be known that there will be continuous updates here, and up-to-date information should be presented. Category contents or corporate website contents are longer. It may be necessary to provide product contents in large quantities and very quickly. In this case, it is necessary to work with teams of content writers who are experts in their work. The high-volume content production process is painful and requires expertise. For this reason, it is necessary to work with people who know their job to print product content, and the importance of maintaining the process on a professional platform should be known. Otherwise, both the effort spent and the investment made may be unproductive.