The product page is an essential element of your shop and yet it’s too often neglected by e-merchants. It’s on the product page that your potential clients will learn about the quality of your products and the benefits they can bring them. 
It’s imperative that you take the utmost care in writing your product page. And if you have to remember only one rule, it would be this: the best way to think about a product page is to put yourself in the shoes of your potential clients.

Don't bet everything on SEO

This advice may surprise you if you know the importance of SEO in the visibility of your app, and therefore your shop. But if SEO is really important, you should not go to extremes. 
Don't get us wrong, we are not telling you to neglect the optimization of your writing for search engines. It’s necessary to maximize your chances of being seen by your potential clients. But one thing is for sure: if your product page copywriting is only SEO oriented, it won't be actively read by your leads. 

To attract clients, you have to think like them

It's very simple. To understand how to get the right message across to your clients, you just have to put yourself in their shoes. And this is done on several levels.

The style:
When writing content, style and form are elements that can carry a lot of weight. Choose the right keywords for your target audience. Terms that are too technical may only speak to you and not to your target audience. Instead, try to use the words and phrases your target audience uses as keywords. They’ll make your product page much more appealing to your potential clients, and they will find it easier to relate to your product.

The content:
The content of your product page is your selling points. What advantages and qualities does your product have? 
Here again, the advantages you see as a salesperson may not be exactly the same as those your future clients may find. It’s essential for you to understand the needs of your leads, and to express in your product page the qualities of your product that meet these expectations.

A practical example

Let's take the example of our app Oribu, our local farmer. 
Here, the needs and commitments of consumers are at the heart of the product page. We are on the product page of a jam sold by the producer.

Let’s see the commercial title of the product, in this case the flavor of the jam. It’s clear and explicit, the client knows immediately what we are talking about.
Underneath, we have inserted a subtitle that allows us to understand the product even better. Not only is it a jam, but it’s from organic farming. And you’ll see, this mention is not there by chance.

Oribu targets committed consumers who want to know the origin of the products they consume and who attach great importance to ethics. In the description of the product page, we find keywords such as "organic agriculture", "local and sustainable production", "products harvested at the right season". These terms speak volumes to Oribu's leads and highlight the qualities of the product that will meet their needs.

Delivery terms are also listed at the bottom of the product description and again, selling points that Oribu's clients may be sensitive to are put forward.