Advanced Commerce Category Descriptions and Features - How?

[BobGW]

Hello,

We are finding that our Ecommerce categories are very important along with our blog and product pages in one niche.

How do we deck out a category description so we can have 10X content for that category?

For example, if it as "blue running shoes" here's what I have designed so far:

A short description at the top that is like two sentences with a "Read More" expansion div that drops down to a menu.

The menu is anchor links to BELOW THE PRODUCTS description (rarely read thus the problem) to things like

1. What you should know about blue running shoes

2. Best blue running shoes in this category, a highlight of top product too

3. Features of blue running shoes in this category

4. a table comparison table of the top 5 products

5. FAQ

6. 1 minute video overview of blue running shoes

The thing is, I don't think anyone reads the product description in our niche so I won't benefit much from "Time on Site".

What can I do to get people to spend time reading my category descriptions and benefit from some "Time on Site" and other similar factors and thus move up above less comprehensive competitors?