This week we have a guest post from Blaire Windsor, the brains behind Dirtsy.com, covering the step-by-step process for Artfire sellers to whip their listings into the best shape possible. Follow these steps and see a boost in your traffic & sales conversions!
For anyone selling on an online marketplace like Artfire, the listing serves as both pitch and showcase. It can make or break a sale. Here are 7 ideas on writing to help you write a great listing that sells:
- Before starting, write down a list of product features and benefits. For example, “The light-weight material on this dress is perfect for summer.”
- Ask yourself what someone who wants to buy items will type into a search bar. Write down some common phrases they may use. This will help you prepare for SEO.
- For the sellers depending on Google for traffic, the title and snippet is what causes buyers to click. Titles are where your pitch begins:
- Be descriptive to increase your chances of reaching the right buyer and let them know what to expect. Include details that will help a buyer know if the item if right for them, such as the most important features, scent or size. For example, “Hand-crocheted baby hat with pompoms – White”
- Be succinct so your entire title shows up on Google and to increase the chances of social media shares. Keep in mind that Google only shows the first ~70 characters of a listing title and Twitter has a character limit of 140. Artfire automatically adds “[studio] – [category] on Artfire” at the end of all listing titles, which bumps up character count.
- Use the Google Adwords Tool to find out what buyers are searching for. I recommend going for the low-competition keywords to increase your chances of showing up on the front page.
- Once a prospective customer has clicked on a listing or done a search on Artfire, pictures serve as the best attention-grabbers.
- Professional images are vital to selling online- a customer can’t touch, smell or try your product, so pictures are key to getting a sale. Use up at least 5 of Artfire’s picture slots to show various angles.
- Have a look at Nosh’s article on macro photography and Sara’s photography guide to improve your photography skills.
- Natural light is best, though homemade lightboxes can be easily assembled.
- Anticipate any questions the customer might have and answer them in your listing descriptions. Not many people will take the trouble to contact the seller and wait for a reply, so an incomplete description can lead to a lost sale.
- List features like size and color. Add the materials used- many handmade buyers are conscious about what goes into their purchases and some may even be allergic.
- Write for Google too. Have your description be at least 250 words and check the Google Adwords Tool for low-competition keywords you can use.
- Many handmade buyers purchase from Artfire for the experience and the chance to support small businesses. Humanize yourself in your listing description and let your passion shine.
- Avoid the passive voice. Instead of saying “this plate was hand glazed,” say “I carefully hand glaze and fire each piece to create plates that are one of a kind.”
- Many of the people looking at your listing will be first-time buyers. It’s common to be doubtful when purchasing from a new store, especially when the products can only be seen on a screen.
- Reassure buyers by fleshing out your Artfire studio — fill out your Policies and Bio; many customers won’t buy unless they know what your return policy is.
- Many people won’t read an entire listing these days. Keep your description to the point and avoid unnecessary wordiness. If it’s long, make use of short paragraphs and subheadings.
- Consider the use of a bulleted list if your product has a lot of features.
- Once you’re done writing, check if it can be easily skimmed.
- Vary your listing titles, pictures and description across listings to reach as many prospective buyers as possible.
- Google regards repetition as spam, so targeting different keywords in different listings can make sure you show up on as many searches as possible.
Author Bio: Blaire Windsor is a handmade enthusiast and small business supporter who left the corporate world to write. She blogs about turning craft to business at Dirtsy. You can find her on Google+ here.