Product descriptions are an important part of having a useful product page on your E-commerce website. They enhance customer experience and should be an important part of your SEO strategy as well.
Common E-Commerce Writing Mistakes
When you work closely with a product, you may forget to add details that the general public does not know or cannot tell, simply by looking at the product image. Another common problem is the use of insider or technical terms. Use terms that everyone interested in your product will understand. Technical terms are fine when selling only to others who know those terms.
Details, Details, Details
Writing a description that lets the customer know exactly what they are buying, can ensure the customer will be happy with their purchase. When your customers know what they are getting and there are no surprises, you are less likely to get returns. Giving your customers all of the information they need about your product will also keep them from having to do extra research, which means they are less likely to purchase it somewhere else.
Don’t Forget the SEO
A well optimized product description will bring consumers to your website. That means using proper keywords and search terms that your ideal customers will use when searching for your product online. You can a SEO (Search Engine Optimization) company to do keyword research. They can build an online content strategy to ensure that you are using well targeted keywords to bring the right traffic to your web store. Most people do not go past the first page of search results on Google, Bing, or whichever search engine they use, and if you do not have your product description well optimized, your customers may never find you. If the product you are selling is offered many places and it is a highly competitive space you are in, you may want to do Pay Per Click ads.
Don’t copy manufacturers’ descriptions
The way you structure your product descriptions can do a lot for your SEO strategy as well. You want to make sure that your descriptions are completely unique and not simply copied from the manufacturer’s website. If you copy and paste the description from the manufacturer you will most likely have competitors doing the same, Google sees that as duplicate content and it will make it difficult for your page to rise in the ranks on Google.
When writing product descriptions, be sure to use words that make you seem confident about the products you are selling. Using the words “kind of,” “nice,” or “sorry” can make the customer think that you are not confident that your product is worth buying. Using words that have not been over used such as “fantastic,” or “incredible,” as descriptive words in the descriptions makes you sound excited about the product, so the customer will be as well.
Lastly, get the customers to really want to buy the product by selling the lifestyle. For example, “This casual but cute skirt would be perfect for a summertime cookout or a shopping trip with your friends!” gives the customer a visual of themselves wearing the skirt to those events; therefore, they can see themselves living the lifestyle of that skirt.
To be successful in E-commerce, good product descriptions are essential. Knowing how to write them and what to include within them can help your web store be successful.
Do you use the Magento E-Commerce platform?
Magento Tip: If you are using Magento E-commerce, you will see that there are two product description sections. There is the “short description” and the “description”. If you only want one description area on your product page you can easily set one of them as not required in the attributes section of the admin.