3 Ways to spruce up your product descriptions and why you should
Persuasive, informational, and original product descriptions can help your ecommerce business increase conversions and sales. But writing unique content that engages and informs shoppers isn’t always easy. Within 80 to 100 words you must briefly describe the selling points and benefits of each of your products and include SEO keywords that will attract your target market audience.
Companies that go the easier route and copy their competitor’s product descriptions often do poorly because of Google’s Farmer algorithm, an update to the search engine that heavily penalizes retailers that copy product descriptions from competitors, or that use the exact copies of descriptions suggested by suppliers.
Regardless of search engine penalizations, it is always a good idea to write attractive, fresh product descriptions that catch shoppers’ interest, relieve concerns, and communicate the value of buying a product from your company.
Following are some useful suggestions about how to write exceptional, genuine product descriptions for your ecommerce website.
Know your Target Audience
The organic site visitor is the quintessential component that determines the voice, structure and benefits used in your product descriptions. It’s always surprising that companies can sometimes forget about a large portion of their target market when writing up their copy. For example, let’s take the company I recently rewrote product descriptions for:
When I first came to USB Memory Direct, they advertised themselves as a marketing company that specialized in selling personalized USB drives solely for small business promotions and corporate events.
I later found that a significant portion of that specific market audience came from High Schools, Colleges and Technical schools that would attach the USB drives to Lanyards use them to promote their various enrollment workshops, afterschool activities and magnet programs. They were missing out of a good chunk of their business simply because they hadn’t explored the extent of their target audience.
Understanding your audience as a whole, and knowing each of the individual parts is vital to writing an ecommerce copy that sells and attracts shoppers.
Incorporate SEO Keywords
Search Engine Optimization keywords are cataloged by Google and used to rank pages within its search results. By using the correct SEO keywords, you can rank better throughout Google’s search results and gain more traffic to your ecommerce site.
Generally, your product descriptions should be anywhere between 80-100 words long, depending on your website design and content management system. This won’t leave too much room for keywords.
Longer articles tend to benefit more from the use of multiple search terms but in the case of product descriptions, try using one good keyword.
Include the keyword throughout the:
- Title Tag
- META Tag
- Product Image Captions
- Description Body
At a rate of about 3-5%. Google recommends this percentage to avoid having your site coming across as “spammy” or disinteresting.
Update and Rewrite
There will always be room for a little improvement. Change a few descriptions up a bit and gear them towards a particular market audience. Replace a word here and there on a headline. Gradually rewrite your product descriptions and test the search traffic results and conversions against the original version. You can use Google Analytics to read comprehensive reports on visitor traffic, demographics, and time spent on your web pages.