Product descriptions. I might be in the minority when I say: I LOVE writing them. I can get completely lost in bringing out the positives of a product, stirring emotions and tempting wallets – it’s a writing process that’s almost second nature. If you’re not sure what goes into a product description that boosts SEO and converts, here are 7 elements to include:
Make it unique
I know, I know… copy and pasting is so much easier! But if you want your business to stand out from the crowd, you’ve got to help your products stand out from the crowd. Resist the temptation to slap on the descriptions provided by the manufacturer and enjoy showcasing your products in a way that is unique to you. You might just present an item in a new light, and tempt them into committing. Plus, unique product descriptions are much better for SEO.
Make it informative
The purpose of a written product description is to detail a product beyond visual attraction. A picture paints a thousand words, but it can’t do it all. Use your product description to answer any questions your customer may have which aren’t answered through an image. How does it work? What are the dimensions? How long will it last? What other products would it work well alongside? Pretend you know nothing about the item in front of you and think about what a prospective buyer might want to know. As you do this, think about how you can frame these details to be… benefit-based (see below).
Make it benefit-based
Imagine: a parent comes looking for a baby-gro. They find your product and click-through, ready to be persuaded. What do they need to know about your item? The fact that it’s made of 100% cotton and screen-printed may be true but customers want to know how those attributes will BENEFIT them. Be sure to add clear benefit-based details. Perhaps this particular baby-gro is ultra-soft on sensitive baby skin or promises to be fade-free through the numerous washes of the newborn phase. Think how you can take the ‘specifics’ of your product and present them as ‘benefits’ which will have an impact on the buyer.
Make it ‘on brand’
Subtle inconsistencies in writing can cause customers to lose trust in your brand. Keep parents away from the ‘back’ button by ensuring your product descriptions have a consistent tone and style (including a similar structure to each description). And keep these inline with your company personality, values, and objectives.
Make it digestible
Be careful not to overwhelm your browsers with your copy. Product descriptions should be persuasive yet concise. You shouldn’t need to write an essay – and if you’re doing so purely for the purposes of SEO, be warned: while this might work for the search engines it can be a big turn-off for REAL customers. Use bullet points where possible to summarise specifics like dimensions, materials, or ‘what’s included’.
Make it SEO friendly… yet natural
Crafting a unique product description is an excellent way to boost the search engine rankings of your website. But in order to craft a description which parents will love (not just the Google bots) you need to make sure you use keywords with care. Use your search terms naturally – so they fit so smoothly into your copy that your audience won’t even notice they’ve been put there for indexing purposes.
Make it mistake free
This one doesn’t need much explaining; keep your copy error-free and your website looking professional by giving yourself plenty of time away from your words before proofreading. Or… hire a professional!
What do you struggle most with when it comes to writing product descriptions? Head over to Instagram and let me know.