Products: From Paper to Pixels

Copy

Don’t rely only on propped and optimized photos to do all the work; buoy them with strong product copy.

Perspectives on ideal copy length vary, and most experts agree that the copy itself primarily should provide information to the buyer. Fahrland recommends that each product description have two lines of marketing copy and five to seven bulleted feature points. She suggests a total of 75 words per product, with eight to 10 words per line. Copy should go to the right of each product shot.