Online product descriptions are one of the most important features of your e-commerce arsenal. They have the power to hook in prospective customers and answer any questions they might have, differentiate you from other companies selling the same or similar items, and they can bolster your SEO performance. Think of them as your digital salesperson, whose charm, knowledge and helpfulness might give potential customers the final push they need into purchasing.
Using generic, bland descriptions just doesn’t cut it in today’s competitive e-commerce marketplace, so follow our top tips on how to write the perfect product descriptions and see increased sales success.
Turn to the professionals for help
If you’re short on time or resource, lack the experience in-house, or maybe just don’t know where to start with your product-description writing, a copywriting agency can help. Writing persuasive descriptions designed to sell the product benefits and drive people to purchase will be second nature to their staff. Plus they’ll have years of experience across multiple sectors, giving them the ability to get under the skin of your customers with wording that’s memorable and compelling.
Know who you’re writing for
If you’re tackling product descriptions yourself, put yourself in your customers’ shoes. Who are they? What are they looking for? How can your description help them, enlighten them and persuade them to buy? Try working with your colleagues and using your customer data to develop personas of your customer base. This will help you tailor your product content so it resonates with the people who matter most to your business. 71% of companies who outperform their revenue and lead goals have documented personas, so it’s a great place to start.
Do not duplicate your descriptions
If you use duplicated or similar product descriptions on your website, search engines will not be happy when they come to index your website. It can confuse them and disrupt your rankings. Make sure that both descriptions and product titles are different for every product you sell. If you’ve got lots of products and not much time to write unique descriptions, you can add a no-index tag to your page to tell the search engines to skip the content for now.
Include just the right number of keywords
Including keywords in your product description is important, especially for search engines. When your prospective customers search online for your products, you need your pages to rise up against your competitors with high rankings. Avoid keyword stuffing in the body copy but be sure to include any keywords in your page title, headlines and sub-headings. Getting your on-page SEO right can be easy to accomplish, and it’s well worth investing the time and effort into doing so.
Do not underestimate the power of your product descriptions. As you can see from these top tips, they can be your key to converting customers and increasing your search-engine visibility, helping grow your brand awareness and prospective customer base. They might seem a simple, throwaway feature of your product landing pages, but the more you refine and perfect them, the higher your sale conversion rates will be.
Get in touch with WooContent today to find out how we can support you with writing the perfect product description.