Writing User-Friendly Content for E-Commerce Sites

Looking around, I see many online stores leaving $100,000/month on the table. Let’s fix that. Most eCommerce stores rely on outdated SEO tactics like: Broad, competitive keywords Generic product descriptions Thin category pages Random blogs that don’t convert Here’s a 10-step strategy that actually works 1. Build a Solid Technical Foundation Your site must load fast and run smoothly. Optimize site speed (sub-3s load time). Enable mobile-first design. Compress images without sacrificing quality. 2. Target High-Intent Keywords Skip broad, competitive keywords. Focus on commercial intent long-tails. How to Find Them: Use tools like Ahrefs or SEMrush to identify keywords with lower difficulty and solid search volume. Group keywords into clusters (“men’s running shoes” > “best running shoes for flat feet” > “lightweight running shoes for marathon training”). Examples: Instead of “shoes,” target “waterproof hiking boots for women” or “best trail running shoes for rocky terrain.” Use semantic SEO to include terms like “durable soles,” “lightweight,” or “breathable materials” to capture more intent. 3. Optimize Category Pages Category pages drive major traffic, don’t waste the opportunity. Write detailed descriptions with engaging headers. Add FAQs and customer reviews. Link to related products and subcategories. 4. Build High-Converting Product Pages Your product pages need to rank AND convert. Write unique descriptions (skip manufacturer copy). Add trust signals: Free shipping, secure payment badges, and reviews. Use structured data for rich snippets (e.g., star ratings). 5. Implement a Content Strategy Content builds authority and attracts traffic. Create blog clusters around buyer questions. Example cluster: “How to Choose the Right Backpack” → “Top 10 Lightweight Tents.” Link blogs to category and product pages to guide conversion. 6. Build a Local Strategy (If Relevant) Optimize for regional searches: Create location pages like “Hiking Gear Store in Denver.” Target location-specific terms: “hiking gear near [City].” 7. Use Schema Implementation Schema boosts rankings and CTRs. Add product schema (prices, reviews). Use FAQ schema for common customer questions. 8. Build Authority With Backlinks Backlinks build credibility. Pitch niche blogs or create data-driven guides for linkable content. Use competitor analysis tools to find backlink gaps. Aim at least 30% of links at your homepage. 9. Implement a Conversion Strategy Traffic is great, but conversions pay the bills. Retarget cart-abandoners: “Still interested? Get 10% off now!” Offer incentives like free shipping or discounts. Use exit-intent pop-ups: “Before you go, here’s 10% off!” 10. Monitor Performance With Analytics Track metrics like keyword rankings, bounce rates, and conversion rates. Underperforming pages? Refresh content and add internal links. Dropping CTR? Test new meta titles/descriptions.

After 10+ years of optimizing e-commerce websites, I can say this: your Product Detail Pages (PDPs) are most likely draining your marketing budget. Why? Because up to 75% of e-commerce traffic from ads lands directly on PDPs, which are often under-optimized for conversion. While every product and brand is unique, there are some strategies we've learned from extensive A/B testing: 1. First impressions matter - Invest in design and delight. Don't ignore these side-doors shoppers enter from. 2. Conversion levers - Small things matter. Sweat the details. Learn what makes customers bounce or stay, buy and come back for more. 3. Trust signals - You're not Amazon or Apple. New users landing on PDPs don't know and trust your brand yet. Every trust signal you can add helps. I'll be sharing examples of before / after PDPs we've designed to illustrate our learnings. YMMW. Test, test and test more. Here are 9 key PDP improvements that can help beauty brand- The Wellness Shop 1. Add breadcrumbs: They help navigation and encourage deeper catalog exploration/ product discovery. 2. Concise product name & benefit-driven description: A clear product name paired with a one-line benefit statement instantly communicates value. 3. Images or videos of the product being used: Lifestyle images with models using the product (and tagged benefits) build trust and desire. 4 & 9. Give them a path to find other products. Or they'll bounce. "You might also like" or "Similar products" will also increase average order value (AOV). 5. List top product benefits above the fold: Highlight key benefits in a short, skimmable list for quick understanding of "why is this awesome". 6. Highlight savings: Display discounts and offers prominently near the "Add to Cart" CTA to create urgency and to motivate customers to buy. 7. User-Generated Content (UGC) Videos: Authentic customer videos build trust and demonstrate real-world product use. 8. Add well designed enhanced product details: a. Before & After Visuals: Showcase tangible results. b. Usage Instructions: Simple steps demonstrate ease of use. c. Comparison Table: Position your product against competitors. Found this useful. Would love to hear in the comments! DM me to learn more about optimizing your PDPs or any ecommerce page! #conversionrateoptimization #PDP #ABtesting

Stop Writing for Google. Start Writing Like Your Customers Talk. Here’s a little secret: Your customers are already doing your keyword research for you. Every review, every Q&A, every support ticket, it’s full of the exact words and phrases real people use when they think about your products. But most eCommerce sites? They ignore it. They write product descriptions that sound like they came from a factory manual. The result? ❌ They don’t connect with the customer. ❌ They miss out on the keywords their audience is actually searching. Here’s what to do instead: 1️⃣ Go through reviews and highlight recurring words customers use to describe your product. 2️⃣ Check your support tickets, what problems are people trying to solve? 3️⃣ Work those exact phrases into your product descriptions, FAQs, and meta tags. You’ll speak your customer’s language. Google will pick it up. And you’ll see a double win: better rankings + higher conversions. If you’re still guessing what keywords to use, you’re leaving money on the table. Your customers already told you and you just have to listen. 💬 Want me to show you how to mine your own reviews for SEO gold?