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SNEAK PEAK POST - step 3 SEO - 2 important places to add keywords
- renaealk
- 13 minutes ago
- 5 min read
When Your Words Sell as Well as Your Work
You’ve spent hours perfecting your craft — turning, sanding, finishing — until that pen gleams like it belongs in a glass case. But when it comes time to list it online… something falls flat. The photo’s great, the pen’s gorgeous, but the words? They just sit there.
Here’s the truth most makers learn the hard way:Even the most beautiful pen can’t sell itself if the listing doesn’t tell its story.
Your product pages and blog posts are more than digital shelves — they’re your voice, your handshake, your invitation to the world. When done right, they not only show what you make, but why it matters.
If you’ve already read our guides on Keyword Research for Makers and Website Optimization for Handmade Shops, this is your next step. We’re moving from “what to say” to where to say it.
Let’s turn your words into quiet marketing magic — the kind that gets your pens seen, clicked, and sold.
From “Nice Pens” to “Sold Out”
When Ben from Walnut & Ink Studio first launched his online shop, he did what most of us do — a photo, a quick line about “smooth writing,” and a price tag. His pens got compliments, sure, but not many sales.
Then he rewrote just three listings. He added storytelling. He used specific keywords like “hand-turned cherry pen,” “gift for writers,” and “made in Tennessee.” He described the wood’s origin, the scent of the finish, the way the pen balanced in his hand.
Within a month, those same listings started ranking on Google — and two of them sold out before the next craft fair weekend.
Ben didn’t change his pens. He changed his words. And that’s the power of a page that feels as handcrafted as the product itself.
Product or Service Pages → Turn Your Listings Into Conversion Machines
Every pen you sell deserves its own spotlight. Product pages aren’t just listings — they’re storytelling opportunities wrapped in SEO gold.
Start with your title. It should sound natural but keyword-rich, something like:
“Hand-Turned Cocobolo Fountain Pen | Brass Hardware | Made in North Carolina”
That line tells Google what the item is, but it also appeals to the buyer’s heart. They see “hand-turned,” “brass hardware,” and “North Carolina” — and immediately know it’s handcrafted, quality, and local.
Next, your description.
Avoid bland copy like “This pen writes smoothly.” Instead, tell the story:
“Each Cocobolo pen is turned by hand and finished with a soft satin wax for a warm, natural feel. Designed for collectors and everyday writers alike, this piece blends craftsmanship and comfort in one timeless tool.”
✨ Sprinkle in relevant search terms (hand-turned pen, Cocobolo fountain pen, handmade wood pen) while keeping it human.
If you ever get stuck describing what makes your materials special — or how to write product copy that feels less robotic and more “wow” — check out our post:
It’s packed with maker-friendly prompts to help you turn your product descriptions into stories that sell.
Then, don’t forget alt text on your photos. Search engines can’t see your images, but alt text like “Hand-Turned Cocobolo Pen with Chrome Trim” helps them understand and index your pictures — especially useful for Google Image Search and Pinterest traffic.
And finally, always include a clear call to action — “Add to Cart,” “Build Yours,” or “See What’s in Stock.”
🪶 Pro tip: Treat every product page like it’s the only one someone will see. Assume they know nothing about your craft — and by the time they reach the end, they should feel like they need to hold that pen in their hand.
Long-Form Content Pages → Educational Blog Posts That Build Trust
If your product pages are your storefront, your blog is your handshake.
Long-form content — think 1,000 words or more — gives you the space to teach, inspire, and build authority. It tells Google that you know your craft inside and out, and it tells customers that they’re buying from a professional, not a hobbyist.
✨ Why It Works:
Google rewards depth and educational content. Readers reward honesty. You get both when you take the time to educate your audience.
These articles don’t need to be complicated — they just need to answer questions your ideal customer might ask before they buy.
👉 Try these ideas:
“The Art of Hand-Turning: How a Pen Becomes an Heirloom”
“How to Choose the Perfect Handmade Pen for a Gift”
“Behind the Wood: The Meaning and Story Behind Popular Pen Materials”
“Why Handmade Pens Write Better (and Last Longer) Than Store-Bought Ones”
In each one, talk about your materials, your inspiration, or your finishing process. Include keywords naturally — like hand-turned wood pens or fountain pen gifts for executives — but never at the expense of personality.
🪶 Pro tip: End every post with an invitation, not a pitch. Something like:
“If you’ve never written with a handmade pen before, start here — these are my favorite designs for first-time collectors.”
That tiny nudge builds trust and traffic.
When One Blog Changed Everything
When Mariah from Grain & Ink Studio started blogging, she thought no one would read it. Her first post — “Why Handmade Pens Make the Perfect Retirement Gift” — felt small, almost silly. But within weeks, it was pulling traffic from Google, Pinterest, and even Reddit.
That single article started ranking for “handmade retirement gifts” and “engraved pens for executives.” It doubled her shop visits — and one customer even mentioned, “I found you through your blog.”
Her takeaway? You don’t need to post every week. You just need one great story that connects with the right buyer.
Write Like a Maker, Not a Marketer
Your words deserve the same care as your craftsmanship.
When your listings tell a story and your blogs teach something new, you stop feeling like you’re “doing SEO” — and start sounding like the artist you already are.What’s Next: Building Your SEO Roadmap
If you’re starting to see how all this connects — keywords, product pages, blog posts — you’re on the right path. But there’s more gold waiting just around the corner.
Next in the SEO for Makers Series:
Extra SEO Pages Every Handmade Business Needs — Discover how FAQ pages, gift guides, and about pages can triple your visibility.
Linking Strategy for Makers (Without the Tech Overwhelm) — Learn how to connect your pages so Google — and your readers — see your site as a living, breathing ecosystem of quality content.
Keep Going — Your Story Deserves to Be Seen
You don’t have to master SEO overnight. Every page you refine, every word you polish, every new post you write — it all adds up.
Your pens already carry your craftsmanship; now let your words carry your story.
✨ Try updating one product page or writing one blog post this week.✨ Celebrate your progress, even the small wins.✨ Remember: your handmade business doesn’t need perfection — it needs momentum.
Want to get found by the right buyers — not just more browsers?
Join my free email list for weekly inspiration, writing tools, and creative ideas to help you grow your shop.
💬 Need help crafting your content, finding your story, or building a brand voice that sells?
Book a free intro call—I work with makers who want to sell more by saying more.
And hey, let’s be pen friends:
Or just email renaealk@gmail.com if you’ve got a question.
You don’t have to guess your way through marketing. Here’s free sales strategies we made just for handmade pen sellers —and if you're stuck, reach out for a free call to talk about what’s holding your shop back.
🖊️Want a quick SEO boost? Share a product link you’ve optimized (or plan to!). Real examples help everyone see how keywords actually work in the wild.
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