Here’s an exercise for you.
Go and look at your website’s front page. Now go and look at your main product page.
Do they both say EXACTLY what your product is, and who it is for?
For instance, let’s say your product is a high SPF sunblock created especially for redheads who burn easily.
If your copy says something like “After years of struggle, I decided to create a range that meets the needs of people like me! Big brands have never understood what it’s like, so we often end up using kids products. Meet Ginger. It’s time for something FOR us, BY us. We love our planet.” you might have a problem!
Order what? For whom? Who are you? Who are we? What kids’ products are we using? Where are the nouns??
Now read this:
“Ginger is a high-spf sunblock for women with red hair and sun-sensitive pale skin that burns even on dull days. We’re done with using baby sunblock when we want something strong enough – it’s time for eco-friendly, high spf sun protection for red-heads, by a red-head. Ginger is manufactured sustainably in the USA & our containers are fully recyclable.”
Do you see the difference? You need to constantly repeat EXACTLY what your product is, EXACTLY who it is for, and EXACTLY why they are going to love it.
Saying it once is not enough.
Repeat, repeat, repeat.
People scan online content quickly, and often miss the point that you might think is blindingly obvious. As the creator, you KNOW what your product is and why it’s important, but your copy might not be SAYING it.
So now, go look at your website and come back and tell me if you are 100% certain that it actually says – on every page – what your product is.
I just published this new blog post on improving your ecommerce site’s SEO, so check it out too.