- Do Product Descriptions Matter?
- 7 Elements For Effective Product Descriptions
- Product Descriptions Can Make or Break Your Business
Do Product Descriptions Matter?
Being able to identify and explain your products effectively to customers is an incredibly important aspect of e-commerce and so is being able to effectively write their descriptions for SEO. Inconsistent product information has the potential to greatly damage brand reputation and increase the rate at which potential customers leave the site. Neither of these things is good and has the ability to completely kill a business. This means that paying attention to your product descriptions is very important!Why Using Manufacturer Content is Problematic
You should never simply rely on the manufacturer’s product descriptions. For one, they most likely will not have the style that your website currently uses, making a jarring effect happen when people read content that was very obviously not in line with your site. Not only that, but manufacturer product descriptions are already used on manufacturer websites, meaning that the content you are trying to use will be duplicated, or even triplicated, causing your SEO to drop because engines think you are stealing content. Always write your own content, that way it is unique and you have full control over it! So, what should be included in the product description? Keep reading to find out!7 Elements For Effective Product Descriptions
The following list isn’t exhaustive, but it offers a very great starting point for anyone looking to optimize sales and SEO. While there are many tools out there that will also help, creating unique content is far and away from the most effective method of boosting metrics! With the following list of the most important elements of e-commerce product description, you will be able to optimize your store and most likely immediately start seeing gains.1. Answer 5W+H
What on earth does that mean? Simply, it is the comprehensive list of questions to answer anything: Who, What, Where, When, Why, How! In relation to product descriptions, customers need to know everything about them so they are confident with the purchase they are about to make. When writing descriptions, always keep these questions in mind – and think about the best way you can mesh them into the rest of your site! For example, customers usually want to know the following:- Who is the product for?
- What is unique about this product?
- Where can they use the product?
- When would they use the product?
- Why is this product better than a competitors’?
- How does the product work?
2. Keep your customer personas in mind
Simply put, a buyer persona is a profile that depicts your ideal customer based on all the relevant data you have accumulated about your customer base. It makes sense, for instance, that selling stuffed animals would mean that “child” is a key concept for your business! Buyer personas help to humanize your customer base and have them feel like they’re truly understood when they’re visiting your store. Understanding and converting your customer base is crucial to long-term sales and growth! Always keep in mind demographic information, prior purchases, behavior patterns, and motivations when creating descriptions.3. Use Benefit-Driven Language
In order to effectively speak to your customers, you must describe your product in a way that exposes real values and benefits to the customer. They might not care that a blender is 12% more efficient on energy, but they might certainly care that this blender can have a much longer lifespan. Always be sure to explain and detail your product in ways that fully cater to what your customer desires. By doing so, you will immediately have an impact on them and their purchasing decisions.4. Specificity is King
Making sure your details are concise, specific, and direct, is the perfect way to conduct business and allow the customer to understand all the details before making the purchase. Be specific and make sure that your descriptions are on-point and do not stray from the material. If you are selling a canned drink, don’t start talking about dog food! It’s important to detail explicitly and specifically what your product is.5. Use Keywords!
Keywords are one of the most important aspects of SEO for your website! You cannot neglect them, and they are crucial for every page you create, including product pages. Using the right collection of keywords is a very important element of e-commerce product description. Choose ones that represent your brand and the products or service you are selling – you will immediately get the proper ranking response from search engines and it'll allow people to find you much more easily.
Put yourself in the mind of your customers: How are they searching out products to buy? That is how you can effectively advertise to them.