eCommerce is a difficult line of business. The average eCommerce store only has so much that can differentiate it from the other stores operating in the same space. While design and branding can greatly contribute to the long term viability of a store, product descriptions can have an immediate, as well as a lasting impact.
Here are five key tips to writing great product descriptions.
1) Be Unique
This should be obvious, but many people look at the description that is supplied by a product manufacturer and include it in their own product listings. Aside from being bland and unoriginal, duplicate content may also be seen as a negative ranking factor from a search engine optimization perspective.
The key is to look at the product itself, read reviews, and then craft a new description for each product to ensure they are unique to your site. This can be a lot of work, but it is worth it for many reasons.
2) Use Language That Engages The Customer
Different sites should have descriptions that reflect the types of products they sell. For example, a site that sells computer components is unlikely to find much success if they write their descriptions in the same style as a site selling chocolates.
Think about the type of product sold on your site, come up with a list of descriptive words and phrases, and then refer back to them when writing product descriptions. Describing scents, aromas, appearances, features and dimensions are all important to draw the reader in and get them ready to buy.
3) Make Your Descriptions Easy To Scan
Product descriptions, even those that are just a few lines, can begin to be a tedious task for a customer in search of the perfect product. An important tip is to write descriptions that are easy and quick to scan so they can make a decision quickly.
Using bullet points and numbers, as well as short lines, can make any type of content easier to read quickly.
Include these early, perhaps after the first two or three line paragraph. Do your best to use short sentences in addition to bullets and shorter paragraphs.
4) Avoid Cliches and Jargon
There is a difference between using the vernacular of your customer, and using cliches and random jargon just to be different. Unique descriptions can quickly become goofy if they are filled with random sayings and odd word choices.
Take the time to research your target customer by participating in forums and social media to get a feel for how people talk about your products.
5) Keep Keywords In Mind For SEO
There are very few businesses of any type that would not benefit from more search engine traffic. Take the time to keyword optimize each product description. There are two benefits to writing descriptions with SEO in mind:
- Getting search engine traffic is hugely important to business success, as noted above.
- Keyword optimized content helps to confirm to a reader exactly what it is they are reading about. Don’t assume people are stupid, but do assume that a slight nudge may help them make up their mind.
This was already touched on a little, but once there are several reviews of a product, look to see if there are any uses of language that could be included in an updated description. Occasionally, your market research will fail to reveal a particular trend in the language used by your target customer.
eCommerce is a hard and demanding business. It takes a long time to set up properly, as well as to maintain whatever success is earned. Take the time to do things right and elevate your site above those of your competitors.