How to approach webpages that have limited written content?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Rob Truslove: Hi. I'm putting together an e-commerce website, but unsure how to approach webpages that have limited written content (such as this: reebok dot co dot uk / men ) - how would you tackle this?
  
  As an SEO Copywriter, if a webpage doesn't have a big chunk of text I'm not sure where to go... Is it best to squeeze in some content, or just optimise what you have an leave the rest to off-page optimisation?  ; ;
  
  Thanks in advance. Rob
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  Kashyap Vyas: Ideally, you should not try to incorporate more content if it is not required. Also, do not even over optimize the content. Focusing on off-page is a better option according to me.
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  PintarProgramming: It depends on what you are selling. If it is a very low competition market, you can create some content for your products. Otherwise focus on generating links to your site.
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  Jim Munro: Hi Rob. :)
  
  It's an interesting question and I know it was not intentional but please disable the reebok link.
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  Justin Y: I would optimize them with some unique content. Maybe at least touch base about the category, introduce the top sellers in the text, and add a few anchor text links to relevant pages if you can do it in a natural way. 
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  Rob Truslove: +Jim Munro ;Sorry Jim - I've fixed this now. ;
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  Rob Truslove: +Justin Y ;Thanks Justin - this is the direction I was thinking. ;
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  Rob Truslove: +PintarProgramming ;thanks for the advice. There is a moderate amount of competition - which puts me in no-man's land really...
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  Edwin Jonk: From the expert panel in this weeks SEO Questions hangout on air on 02:18:27 into the YouTube video: https://dumbseoquestions.com/q/how_to_approach_webpages_that_have_limited_written_content
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  Rob Truslove: +W.E. Jonk - perfect - thanks a lot for all the advice! Very helpful as always.