It takes skill to write good product descriptions. It can make the difference between selling millions of things to millions of people and millions of visitors clicking away to buy the identical product from your competitors.
To captivate consumers and convert casual visitors into devoted customers, use these criteria when writing product descriptions.
Make your own product descriptions.
A number of online shops still rely on manufacturers to provide product descriptions for the items they sell. For two reasons, this is problematic.
The first reason is that duplicate content is routinely banned by search engines. When your website’s product descriptions resemble the content of a dozen other websites, search engines are likely to ignore your site entirely.
Google, Bing, and Yahoo!, for example, provide value to their users by returning a diverse set of results. It would be counterproductive for these tools to produce a list of 12 websites that all say the same thing. As a result, duplicate content sites are filtered out. Customers can’t find you if you don’t show up in their internet searches, thus having unique content on your site is crucial from the standpoint of search engine optimization (SEO).
The second reason that original product descriptions are vital is that manufacturer-supplied information is unlikely to represent the specific tone and voice that you have worked so hard to establish in your brand. “If you are not a brand, you are a commodity,” says Philip Kotler, a professor at the Kellogg School of Management. Then price becomes everything, and the lowest-cost option is the only winner.”
Your brand voice is a reflection of the individuals who created it, and your content should reflect that. When writing product descriptions, don’t overlook the value of this touch point.
Include often used buzzwords.
In addition to crafting distinctive product descriptions, infusing your writing with relevant, high-traffic keywords is another strategy to improve your exposure in organic search results. Each product page you build should be based on the main terms that your potential buyers are looking for, as well as popular synonyms and variations of these terms.
Consider a pair of black slacks for women. Slacks can be described in a variety of ways, so using a keyword research tool like SEMrush or Moz Keyword Explorer when drafting a description for a product like this is essential. These tools assist you in identifying your target keywords by displaying the most commonly used terms by clients.
For example, “women’s black dress pants” has a larger average monthly search volume than “women’s black trousers” or “women’s black slacks,” as shown in the graph below. Women’s black dress pants would be the major keyword in an ideal product description, with “women’s black trousers” and “women’s black slacks” as secondary keywords.
Longer-tail keywords should also be included in your descriptions to effectively optimize them.
Although these keywords have a lower average search volume than their more generic equivalents, adding them into your product descriptions can lead to higher conversion rates because they suggest a more direct and targeted search.
When it comes to product descriptions, keep in mind that maintaining a balance between keyword optimization and client friendliness is essential. Having too few keywords can go overlooked, while having too many can lead to keyword stuffing, which can harm your search engine results ranks. The appropriate number of keywords is the key to attracting serious search engine attention.
Use descriptive words.
According to research, product content is the most important factor influencing consumers’ decisions to make online purchases, followed by ratings and reviews, and finally price.
In fact, if they can’t find the information they need, 94 percent of shoppers will give up and either hunt for it on another retailer’s site or forgo the transaction altogether.
Many product descriptions go wrong because they lose sight of the product’s features and benefits. “These curtains go with any decor” is not only boring and uninteresting, but it is also devoid of any material that really explains the curtains. The reader has no emotional connection to the product in terms of his own wants. Product descriptions that sell concentrate on the target audience and employ colorful language, sensory adjectives, and active verbs to bring products to life and entice customers to buy.
Here’s a more powerful version of the above example: “These curtains have a neutral geometric design on the panels that goes well with both traditional and modern decor.” This is a much more colorful and strong description. It begins with product attributes such as “panels” and “neutral hues,” then moves on to a benefit (“fits well with both classic and modern decor”). Any reader with classic or contemporary décor will feel as if we wrote this description specifically for him.
When creating product descriptions, consider not just what your product performs (its features), but also how it helps the customer. For example, the material in the second description below defines the product, a photo print, as “high definition” and “colorful,” but it makes no indication of how such attributes affect the customer’s life. The first benefit of this product is that it provides energy and beauty to the customer’s home, according to the first description.