Got a few extra minutes of time to devote to your handmade biz? Spruce up your handmade product descriptions with these quick and simple tips!
Handmade sellers have many “plates” to spin: product design, copywriting, product photography, marketing, customer service, etc. You’re busy.
Extra pockets of un-scheduled time are few and far between, but when they do come along, I have an idea for you: use that time to make some improvements to your product descriptions.
The following tasks take just a few minutes of time but can have a lasting impact on your customers (and your bottom line).
Add Testimonials or Positive Feedback (10 minutes)
Handmade artisans who sell their products online already know the importance of social proof. A great way to include social proof in your online shop is to include testimonials or positive feedback in your product descriptions. If you sell similar items, gather testimonials or feedback you’ve received about those items, and include them in the product description. Customers love to read about others’ experiences with your products, and some won’t make a purchase if they can’t find any positive reviews.
If you sell on Etsy, you have access to your customer feedback in your account, but you’ll need some sort of system for tracking and/or gathering your product testimonials.
Testimonials often arrive in the form of:
- Comments on your business Facebook page
- Emails from customers
- Convos from customers on Etsy
Create a document called “Customer Testimonials.” Copy and paste testimonial wording into the document (along with the name of the customer, if desired), and keep it handy for including in your product descriptions.
Answer some FAQs about the Product (10-15 minutes)
If you’ve ever received an email or an Etsy convo with a question about the product, consider including that question (and your answer) in the product description! If one person had a question, it’s likely that others will too!
Creating a section in the product description called “FAQs” draws the potential customer’s eye to that section. If the product details are buried deep within the description, the customer might skim right over them. Pull out the important details in an FAQ section.
Add Upselling Links (5-10 minutes)
I’ve talked about upselling here and here on my blog, but in case you’re unfamiliar with the term, upselling is linking customers to other products you sell that are similar or complementary to the product you are currently featuring.
There are two ways to include upselling in your product description:
- Add links to coordinating items (think matching pieces).
- If you sell necklaces, add links to matching bracelets and/or earrings.
- If you sell pillow covers, add links to the pillow inserts that go inside the covers.
- If you sell tablecloths, add links to the matching napkins.
- Add links to items from the same category/section in your shop.
- Use wording such as, “Click here to view the other ___ in my shop.”
Remember that on Etsy, links to other Etsy listings or shop sections become clickable, making it easy for customers to click over and view your additional products. Your goal should be to keep customers in your shop as long as possible.
Organize Your Product Description Layout (10-15 minutes)
Customers can easily become overwhelmed by a lengthy product description. In fact, if your description is long, they might just skim over it or not read it at all! Yikes!
Organize the description however you wish, but here are a few sections to include:
- keyword-rich description of the product
- product details (dimensions, materials, etc.)
- your creative process (if desired)
- your inspiration (if desired)
- upselling (links to other products in your shop)
You could even use characters to separate the different sections of your product description. I like how this seller sets off certain parts of her product description with lines above and below the sections:
NOTE: Avoid using creative characters in the beginning of your product description. Remember that the Google snippet comes from the first several characters of your product description, and you don’t want to waste that SEO juice with nonsensical characters! Read more information about the Google snippet for your handmade product listings.
Proofread Your Product Description (10-15 minutes)
We talked about proofreading in this post, but just to re-cap, a product listing with errors could cause potential customers to doubt the quality of your product. Check your product listing for wording errors by using a free online editor such as PaperRater or Hemingway Editor.
I’d recommend that you schedule a regular check of your product listings. Create a monthly calendar and update one listing daily, weekly, bi-weekly, or monthly—whatever you have time for!
The next time you have an extra 10-15 minutes to devote to your handmade business, use this list of tasks to improve your product descriptions. You’ll be glad you did!
Julie Corbett – On The Dot Creations
On the Dot Creations features handmade creations and shares biz tips with those who sell them. Check out Julie’s free video series, 3 Reasons Your Product Photography Might Be Turning Customers Away, or her brand new online workshop, DIY Product Photography.