Optimizing Product Descriptions

I've created 100s of product pages that (1) rank in Google and (2) convert traffic into customers. Here's the exact product page plan I follow: 1. URL - Include relevant keywords - Secure with an SSL Certificate 2. Structure - Clear, logical navigation - Use breadcrumbs for easy navigation 3. Product Name - Keyword-rich and concise (70 characters max) - Clear and specific 4. Product Summary - Bold main header conveying the main benefit - Snippet of customer reviews or ratings for social proof - Clear product availability information - Customer-centric copy highlighting how the product solves problems 5. Visuals - High-resolution images with multiple angles - Product demo videos showing real-life usage 6. Reassuring Elements - A satisfaction guarantee - Shipping and return information - Clear and transparent pricing 7. Call to Action (CTA) - Action-oriented: such as “Buy Now” or “Add to Cart” - Brightest colour on the page to draw the eye 8. Payment Options - Multiple payment options like buy-now-pay-later and payment plans - Multiple payment methods like PayPal, ApplePay, Amex, Visa 9. Featured In-Depth Reviews - Showcase in-depth reviews 10. Social Proof - Include logos of well-known customers, testimonials, or user-generated content to build trust and credibility 11. H2 Tags - Use H2 tags for subheadings to improve SEO and make the content easier to scan and read 12. Product Video - Create detailed product videos to highlight features, benefits, and use cases 13. Related Products - Cross-selling - Upselling 14. All Customer Reviews - Comprehensive review section with pros and cons to foster trust 15. Customer Q&As - Handle common objections 16. Product Specifications - Detailed specs 17. Footer - Social proof - Email sign-up form - Social media links - FAQ - Contact information - Privacy policy and terms and conditions Ready to transform your product pages? Get the full checklist for free: https://hubs.ly/Q02Jp0Mf0

One of the BIGGEST weaknesses I see while auditing PPC accounts "Toothpaste" VS "Toothpaste for Sensitive Teeth and Cavity Prevention" Which term should you bid on?  Which term should get the majority of your budget? Most brands take a top-down approach when targeting keywords. They invest the majority of their budget into the 5-10 keywords that are the most common sense. “Toothpaste”  “Mascara”  “Mouthwash”  “Deodorant” What’s the problem with this strategy? Well, you are not the only one with the common sense to bid on these terms. And when you are competing for real estate through an auction model, the more bidders you have, the higher the CPC’s will most likely be. In order to avoid having to constantly “Pay to play” for our top traffic, we invest in deep keyword research for every product we advertise. Instead of trying to compete directly on “Toothpaste” we are looking for all of the different ways a customer could be led to our listing. “Toothpaste for Sensitive Teeth and Cavity Prevention”  “Whitening toothpaste for sensitive teeth”  “Toothpaste with sensitivity protection and whitening” These long tail terms allow us to drive more incrementality for two reasons. 1. The more detailed the customer search is, the more likely they are to buy our product. (Higher CVR) Someone typing in ‘toothpaste” may want cheap toothpaste, whitening toothpaste, mint toothpaste, or charcoal toothpaste….we don't actually know, and yet we are having to compete against all of these products in search. Someone typing in “Toothpaste for sensitive teeth” knows exactly what they are looking for, and lucky enough, we have just the product for them! We have seen CVR being as much as 3x higher on our longtail terms due to this. 2. The more detailed the customer search is, the less likely it is that our competitors have thought to bid on this term. (Lower CPC) Everyone knows to bid on their top 3-5 terms. And everyone assumes that running their top terms in broad and phrase will also give them the coverage they want for all of their long tail searches. This is not the case. Most brands do not have the budget to afford their top terms AND their long tail terms in one campaign. We segment our campaigns for this reason. We want direct control over the budget going to our top terms, and our long-tail terms, so that we can adjust the budget based on performance. Higher CVR + Lower CPC = Much improved RoAS. This flexibility allows us to quickly react to the market and adjust profitability and scalability on an ongoing basis. ——— Why don't more brands do this? 🔶Top-down pressure from their leadership teams who only want to see their products showing up for their “top” keywords. 🔶 Lack of good keyword harvesting / bid management / budget distribution systems to make this scaleable. 🔶 Limited budgets and fear of NOT investing that whole budget into the top 4-5 keywords.

Imagine a Disney movie without a story... No one would watch it. Why? The struggle is the FUN ✨ The transformation. The journey. The hard truth for you? Most B2B marketing is exactly like that. It skips the story → right to the "learning" "Our AI-powered product does..." ✋🛑 /Unsubscribe No one's paying $12 /m to stream that. Your marketing needs BETTER stories. Simon Sinek said it best: Marketing is not the stuff you make. Marketing is the stories you tell. So... How should you tell them? 📌 You should try this: 4 Disney 🤝 B2B tips for you 1️⃣ Name your villain Every story needs conflict. What's your customer fighting? Make this HYPER specific for them. Don't call out "ROI" or "Time Saving." Think about their social / emotional pains like 👇 Walking into a board meeting with bad data. That's a scary feeling as a new VP. (Been there before...) 2️⃣ Make your customer the hero Not your product. Not you. Your customer. ❌ Don't say "We..." ✅ Say "You..." You speaks to your audience. You should use more "quotes in headlines." Some of the best homepage copy I've written? Quotes I pulled from customer interviews. With some zesty copywriting twists. 3️⃣ Show the journey to → transformation Paint your customer's starting point here. Use crunchy words → make them feel it. This is your moment to SHOW them... That you understand their pain. Most B2B copy feels stiff. Make yours emotional. Write their pain. 👀 P.S. A great way to do this? Go find your competitors 1 star G2 reviews. Find their pain language. Use those 😡 words. Channel all of their → Frustration → Anger → Pain It makes for great copy. That feels authentic. It converts btw. 4️⃣ Sprinkle in some humor Disney's got sidekicks. You've got... your wit. Use it. One of my fav examples from Splunk? “We take the SH out of IT” What a 😂 headline. I was hooked. (Crowdstrike could have used that btw) Remember... No one wants: ❌ "Aladdin: Now with 20% More Lamp!" What do they want instead? Street rat to → Prince. Tell THAT story 👇 From [your customer's pain] to [their dream outcome] thanks to [your painkiller] that defeats [enemy they relate to] with [unexpected twist] in a way that shows them you know them. But not in this weird mad libs style. But told in a compelling story. Your story needs: → Highs / lows → Contrast → Emotion ✍️ Marketers should study Disney. Why? There is no “B2B” marketing. There is only H2H. Human to human. So study stories. They are 100% universal ✌️ P.S. What Disney character are you? — 👋 Follow Mark P. Jung for more marketing content. Liked this? ♻️ Repost to share!

In e-com, attention is currency. Every section is either creating desire, or killing it. Note that, your PDP isn’t just a place to drop specs and photos. It’s a narrative. It’s your silent salesperson. And it has one job: Guide the user to “Add to Cart”. With zero confusion or friction. But most pages aren’t built with that level of intention. To convert, you need structure: A flow that builds trust, stacks value, and removes hesitation. Here are 7 things every product page should include to do exactly that: 1. Product badges. Quick-hit benefits that set your product apart from alternatives. Instant differentiation. 2. Short description under the title. A simple line that connects emotionally while clearly stating the product’s value. 3. Badge on the product image. A visual trust-builder — signals confidence, popularity, or social proof at a glance. 4. Bullet-point benefits below the image. Short. Clear. Relatable. Show how the product fits into their life and improves it. 5. Upsell section. Encourage multi-buy with a clear value incentive. Especially powerful in food & beverage. 6. Accordions for deeper info. Some scan. Some dive deep. Accordions serve both. Use them to reduce overwhelm. 7. How-to-use video or visuals. Help them visualize usage and how the product fits into their life. When you get this right: → Users scroll with curiosity, not hesitation → The value builds as they move down the page → And when they see the CTA, it feels like a no-brainer Clean is good. Clean and strategic is better. Because the best product pages don’t just look good, they convert. Which one are you building for? Found this helpful? Let me know in the comments.

Product SEO Tip: Google and LLMs want answered product-related questions on your site to increase visibility in AI-powered search: I’ve tested this by adding Q&A sections to product pages, building compatibility hubs, and tracking what shows up in Google snippets and AI summaries. Here’s what I found: (For Shopify product page SEO) - Pages with real Q&A display more in “People Also Ask” - Specific questions drove more buyer clicks - Digestible answers got pulled in AI search answers - Hidden or generic FAQs don’t perform Bottom line: Google and AI reward unique answers (scraped content should be unique). How do you make this work? 1. Answer what only you know: (Can you offer fresh & recent data?) - Share test results or real use cases - Add insights from support tickets - Include product-specific advice buyers trust 2. Make it readable: (and rankable) - Keep answers visible on-page - Use clear subheadings and anchor links - Add FAQ schema if it fits 3. Find real buyer questions: (Check emails, speak to your sales team) - Pull from your own GSC - Use Amazon Q&A and on-site search - Group questions by what shoppers need to know There's lots of ways to find customer barriers. But this is a great way to get started! ----- Most stores hand off these answers to Google, Reddit, or AI tools. The smart ones answer them on their own site, so you win the traffic, trust, and conversions. There's a big opportunity. Are you building an answer engine eCom store?

Most product pages don't have a traffic problem; they have a clarity problem Here’s a 5-point checklist that quietly boosts conversions (without redesigns): 1. Trim your headline Say what it is fast. Ditch clever wordplay for clear product names and outcomes 2. Prioritize your first 2 sentences Above the fold = 80% of attention. Front-load the problem you solve or the benefit they feel 3. Add 2–3 specific details Is it hypoallergenic? Handmade in Spain? Approved by 100,000 customers? Give it context 4. Show it in use Lifestyle image > white background. Help people imagine it in their life 5. Simplify the CTA One button. One goal. No friction — Pro tip: If someone has scrolled this far, don’t confuse them, convert them. #productpage #shopifyconversion

Last week, one of our clients discovered ChatGPT was sharing incorrect information about their product features when comparing them to competitors. The LLM was hallucinating capabilities their product doesn't have while missing key differentiators that make their solution unique. They're not alone. We're seeing this pattern across multiple clients – LLMs either missing their products entirely or misrepresenting them in responses. Why is this happening? The answer is surprisingly simple. Many B2B companies have focused so heavily on thought leadership content that they've neglected to publish clear, detailed information about what their products actually do (although of course there are lots of examples of companies doing the opposite). When LLMs search the web to generate responses, they simply can't find authoritative information about these products. And so they hallucinate. At Campfire Labs, we're helping our clients take three immediate actions: 1️⃣ Create comprehensive product pages that clearly explain features, capabilities, and use cases 2️⃣ Develop comparison pages that accurately position products against competitors 3️⃣ Use structured data and schema markup to help LLMs better understand product information The companies that win in this new landscape will be those that balance thought leadership with detailed product content that's easily accessible to both humans and AI systems.

Last week a client asked me why their Amazon listing wasn’t selling. They had traffic. But their conversion rate was stuck at 5%. We didn’t touch the price. We didn’t touch the ads. We focused on the listing itself. The first image was cluttered. The title was stuffed with keywords. And the bullets? They were just features. Here’s what we did. We swapped the first image for a clean product shot on a white background with one bold benefit overlay. We rewrote the title to highlight the outcome, not just the specs. We flipped the bullets from “what it is” to “what it does for you.” Example: Instead of “Stainless steel, 500ml capacity” → “Holds a full day’s hydration without leaving a metallic taste.” Small changes. Big impact. The result? Conversion rate lifted from 5% to 11% within two weeks. That’s more than double the sales with the same traffic. The lesson? Most ecomm businesses don’t need more clicks. They need product pages that tell a story and solve a problem. What’s the one thing you’d change first on your own listing?

Struggling to differentiate product descriptions in BOFU listicles? Read this process. It will change the way you think about BOFU product copies 😉 Angle 1: ✅ Figure out their product philosophy. If the product has specific features that differ from those of others in the same category, it means they are built for a particular mission. For example, SAP Concur’s Automation tool is built for enterprises that handle thousands of voices each day and have to be on top of AR and AP to maintain healthy cash flow. So they possess powerful OCR tech, forecasting tools, which help you better forecast cash flow, time payments, and identify additional vendor savings. On the other hand, Xero's mission is to help small businesses with the same hassles that plague larger businesses. It focuses more on organizing, getting up-to-date financial data, invoicing and bank reconciliations. Angle 2: ✅ Focus on key ICPs and how that has differentiated the features and services of the company. For example, Xero and FreshBooks both train their marketing on small businesses. So they would have the same features. However, their ICPs are different. Xero targets growing businesses; thus, it is built for scalability. FreshBooks, on the other hand, helps freelancers, small business bookkeepers and solopreneurs. So, the smaller the size of the business, the lower is the complexity and the clutter in the UI. And that’s why FreshBooks has a better UI. Because, it can. 🙂 Xero, with its robust features to satisfy complex AP and accounting use cases, has more features and a heavier UI. Angle 3: ✅Dig into the brand story. Often, the origin story biases the development of features. For example, take HubSpot and Salesforce - CRM platforms for similar audiences. HubSpot was born because the founders couldn't afford expensive enterprise tools and were tired of cold calling in a booming internet era. And that's why they prioritized: - Free CRM with built-in marketing automation - Content management and blogging tools - All-in-one philosophy that eliminates the need for multiple expensive tools Salesforce emerged from Marc Benioff's vision: "making enterprise software accessible via the cloud". - Highly customizable enterprise-grade architecture - Complex workflow automation for enterprise-sales processes - Multi-tenant infrastructure needed for enterprises HubSpot couldn't help but build for scrappy marketers. Salesforce couldn't help but think like enterprise software veterans. The brand story doesn't just explain what they built. It says why they couldn't have built it any other way. What do you do to differentiate product descriptions? Let me know in the comments :)