The eternal question ‘how do I make more sales?’  Yep, it’s a big one I know! Whether you’re wanting to make more sales on your Etsy shop or on your own website the principles for optimising your product listings are the same.

The world of e-commerce (selling online) is vast and if done correctly can give you the sales and freedom  you’re craving (i.e. Having a profitable  business and no longer having to spend every weekend at markets and shows). Your handmade products compete online for attention amidst a sea of offerings, and so the importance of your product listings cannot be overstated. For  you as makers, crafters, and artists selling on platforms like Etsy or your own websites, mastering the art of product listings is essential to standing out, attracting customers, and driving sales. 

Below you’ll find the strategies and techniques you need to put into practice to optimise your product listings and maximise your sales potential.  Let's start at the beginning and why optimising your product listings are so important.

The Power of Product Listings:

Your product listings serve as the digital storefront for your handmade business, offering customers a glimpse into the world of your craft. From evocative images to engaging descriptions, every element of your listing plays a crucial role in capturing the attention of potential buyers and convincing them to click that button and make a purchase. Whilst also building a shopping experience that brings them back to you again and again.

Images of your products:

We all know we shop with our eyes.  Getting your product images right is an art in itself and I teach more on this and how to get great photos in my trainings.  But for this post I want to outline the types of images you need and where to place them.  A successful product listing begins with captivating imagery that showcases your handmade product in the best possible light. High-quality photos are non-negotiable, take time to ensure you have the best product images you can get.  They need to look professional even if you’ve taken them yourself! They serve as the first point of contact between your product and potential customers. Your main image should be a clear beautiful image of your product, ideally showing the whole product, however if you have a particularly large item such as a bespoke bunting then a photo of a section of it is totally fine.  Keep props to a minimum in this main image as you want to be able to recreate it across all your products to give a cohesive feel when a customer is viewing a whole page of products.  Over styling of a product's main image can make a page of product listings feel confusing, messy and distracting to the actual products you’re trying to sell!  Other images to include on your product listing page are:

- A lifestyle photo - one where your customer can picture the product in their lives - how is it being used, where does it sit in their lives or homes?

- Images taken from different angles of the piece your selling

- Close ups of particular details

- Packaging if it’s a giftable product.

The images need to highlight the features and craftsmanship of your products. 

Creating Irresistible Product Titles:

Your product title is your first opportunity to make an impression on potential buyers, so you need to make it count. Aim for titles that are concise, descriptive, and optimised for search engines. 

Research the keywords for your product - what do your customers type into google or the Etsy search bar to find the type of product you offer? Make a list of keywords and phrases that are being used.  Use them in your product title and product descriptions, in the meta titles and descriptions for the page, and alt tags on the images. 

Try to keep your product titles to a maximum length of 140 characters (including spaces) and ideally 6 words - did you know people tend to only read the first 3 and last 3 words of a title!

Incorporate relevant keywords in the product title that accurately reflect the nature of your product and resonate with your target audience. Avoid generic or overly vague titles, and instead, focus on highlighting the key features, benefits, and unique selling points of your handmade creations. Something like "Marine Blue Ceramic Planters - Set of 2" or "Organic lemon verbena scented soy candle”  is better than vague naming of your product for example “luxury handmade candle”.

Be sure  to incorporate your products keywords and phrases naturally and ensure readability, don’t keyword stuff your titles or product descriptions!

Writing Compelling Product Descriptions:

Once you've captured their attention with captivating imagery and enticing titles, it's time to seal the deal with persuasive product descriptions. Your product description is your chance to tell a story – one that resonates with your customers and conveys the value and benefits of your handmade creations. Focus on the unique features, materials, and craftsmanship of your products, and highlight how they can enrich the lives of your customers. Share the inspiration behind your creations, the story of your brand, and any additional information that adds depth and context to your products.

Using your keyword research for your product incorporate these keyword phrases naturally into your descriptions and make sure what you write is still readable - aim for using just the most relevant! You’re optimising your product listings to maximise sales and if you start ‘keyword stuffing’ your listing you’ll be doing it more harm than good. 

Pricing for Profit:

Pricing is a critical aspect of product listings that often gets overlooked. Take the time to review your pricing strategy regularly, ensuring it accurately reflects the value of your handmade products, your skill and craftsmanship,  and positions your brand appropriately in the market.  Some customers will not buy a product if they think it’s too cheap, equally your branding may not be representative of the price of our products so you’ll need to work on your branding and marketing position to align the two. It’s important to understand how your customer sees your work and where you want to place your brand in your market sector.  

Other considerations are obviously factors such as material costs, labour, overheads, and your desired profit margins. When was the last time you reviewed your pricing to see if it’s still covering your costs and providing you with a profit.  There are many different formulas for pricing and I cover these in more detail in my trainings. Find a formula that works for you and review your products regularly especially if you know your materials may be subject to price fluctuations such as in jewellery. 

Creating a Clear Call to Action:

So this part may sound obvious but I’m always surprised to see how many people never clearly ask for the sale! To maximise your sales potential, it's essential to include a clear and compelling call to action in your product listings. Whether it's a simple button saying  "Buy Now", “Add to Basket”, “Book a Free Bespoke Consultation”   or an invitation to explore more products, make it easy for customers to take the next step towards making a purchase. Your call to action should be prominently displayed, but remaining on brand, and encourage customers to act decisively.

By optimising your product listings, you can create a compelling and engaging shopping experience that resonates with your target audience and drives sales for your handmade business. From engaging and compelling imagery and titles to writing persuasive descriptions and pricing for profit. Every aspect of your product listings plays a crucial role in attracting your customers.. So take the time to review and optimise your product listings regularly, watch what works and tweek as you need to. Once you have a system in place for writing great product listings that sell more of your products the process will become more fluid and second nature, and you’ll be writing them on autopilot!

Keep creating and dreaming big!

If you’d like to give your product listings a refresh download the FREE  “15 Minute Product Listing Makeover” workbook and checklist here!