Why would someone buy what you’re selling?
What’s so good about it?
How does it work?
What are the benefits?
These are all questions you need to answer if you’re ever going to make sales from your Ecommerce website.
Ok, admittedly, some products are more self explanatory than others.
But no matter what you’re selling, a detailed product description that answers all the questions a customer has about a product, will increase your chances of selling it.
Even if you’re selling a white t-shirt.
What’s it made out of?
Is the fabric “breathable”?
What style fit is it?
These are all things your customer might want to know, and are all questions you should answer in a product description.
But a product description has a second function that you probably don’t think too much about.
It can actually be a really good tool for getting extra SEO value out of your Ecommerce website.
So, nailing your product descriptions and creating content that will not only convince more people to buy your products, but add value to your SEO is definitely an important thing to focus on.
You need product descriptions anyway, so you might as well get the full benefit out of them.
So, in this article we’ll give you some quick tips that you can take away to start writing better sales focused product descriptions that will also help with your Ecommerce SEO.
Understand your audience
This is always the place you start for every bit of marketing and content you produce.
If you don’t understand your audience, you’ll never be able to figure out how to write anything that will get their attention and convince them to do anything.
So, take some time to figure out who your customers are.
What’s their job?
Are they a decision maker in the business?
Or are they someone who can influence a decision?
What challenges do they need to overcome in the day-to-day work life?
What long term challenges do they have?
What are the benefits of your product or service?
How can those benefits translate into results for the customer?
If you can answer all these questions, you’re off to a good start with writing your product descriptions.
One of the main reasons product descriptions fail, is because they’re too broad of a description that doesn’t match what people search for.
This is the same for any product.
Be it jeans, to laptops to cloud based accounting software.
The devil really is in the detail when it comes to product descriptions.
Do you sell jeans? Or do you sell Men’s skinny jeans with stretch?
Do you sell a laptop? Or a 13.3inch dell laptop with an i5 processor and 500Gb of storage etc?
One thing about these details is that they’re features – which shouldn’t be your main focus.
But they are details your customers will use when looking to buy something.
The next stage is to include how these features are a benefit to your potential customer.
Do your stretch jeans offer a more comfortable fit?
Does having an i5 processor in a laptop make it quicker and capable of handling high levels of multi-tasking?
Include that in the product description.
All your content marketing should be benefits focused over features.
Apple is a great example of using features and benefits together in product descriptions.
All their descriptions include technical detail – to help their more technical customers decide which is the best for them.
But alongside that, are simple descriptions of how those features translate into benefits.
Their extra thin design (feature) makes it easy to carry around (benefit).
Their processors, memory and storage (features) make their laptops the quickest and most efficient on the market for multi-tasking and working.
These details don’t just help with your sales, they also help satisfy those more specific SEO searches of people further down the marketing funnel who are looking for a certain product they want to buy.
Length vs ease of reading
How long should a product description be?
A common question.
With a simple, if often seen as a disappointing answer.
As long as it needs to be to get the important information across.
There is a perception that as customers, we have unbelievably short attention spans and simply won’t sit and read a long piece of content.
That isn’t true.
It is true our attention spans are shorter.
But if the information is useful to us, or vaguely entertaining, we’ll read it.
Especially when it comes to buying something. We’re about to hand over money, so we want to be completely sure we’re making the right decision.
What you do, if you’re worried about ending up with big blocks of text, is break your description up into bullet points.
This makes your descriptions as descriptive as they need to be, but also scannable and much easier to read.
Just don’t be afraid of creating longer product descriptions.
If your customer still has questions about your product after reading a description you haven’t given them all the information they need and there’s a chance they’ll walk away.
Use good quality visuals
Not technically writing, but product images can make or break your product descriptions.
As people we’re more likely to buy something we’ve seen.
So make sure you include good quality images to support your descriptions.
And include different images with wider and tighter shots of your product.
Think about the images you see when buying a house.
You see the outside you have the big picture, and then you have the close ups of each room.
The same with buying a car, or even something smaller like a laptop bag.
Use images to show as much detail as possible to compliment your written description.
This will make it much easier for your customers to visual owning the product and make it easier for them to understand what they’re getting.
At the end of the day, as a marketer or advertiser, you’re trying to convince someone to buy something.
Which means, when they’re not completely sure, you need them to persuade them to part ways with their money.
And that means using some persuasive language.
According to well known ad man David Ogilvy, there are some key phrases that are proven to be convincing when trying to get someone to spend money with you.
Phrases like: hurry, results, bargain, save, challenge, proven, remarkable, improvement, safety or wanted.
There are more, but this is enough to show you that they all have one thing in common.
They’re words that portray a benefit of making a purchase, or highlight a feature that someone could use to their advantage, or create a sense of urgency in the user to act now or risk missing out.
Ultimately, your product descriptions could be the thing that convinces someone to buy from you.
A poor product description, which doesn’t sell the benefits of your products will lose you a customer just as quickly as a great product description will win you some business.
And your product descriptions can also add fuel to your Ecommerce SEO plan by creating product specific, short tail keywords on your page.
So you definitely need to take the time to get them right.
If you’re not sure whether your Ecommerce website is performing at its best, or you know it isn’t and aren’t sure where to start with fixing it, get a free SEO audit.
One of our SEO consultants will review your website using our suite of technical SEO analysis tools and provide you with a report highlighting where you’re going right, and where you can improve your website’s performance.