Writing product descriptions is important, both to SEO and to your conversion rate.
It’s also something that most people find pretty difficult. Some products aren’t that exciting and don’t lend themselves well to fanciful descriptions. Other times people get confused about keywords and how to use them in their product descriptions. More often than not, people just use the descriptions provided by the manufacturer.
Even if you aren’t the best writer, you do want to tackle writing the descriptions.
You don’t want to use manufacturer descriptions, primarily because that is duplicate content but also because they usually aren’t very compelling or interesting and they don’t match the tone and style of the voice on your site.
I’ve compiled a list of tips for people that want to tackle rewriting their descriptions.
Focus on Your Ideal Buyer – this is the first and most crucial step in getting your audience to respond. If you know your target audience, if you understand what motivates them and what excites them and if you know what language and tone they will respond to, you have a better chance of nailing the product description – which should increase your sales (which, should make you happy!)
Entice with Benefits. Don’t fall into the trap of just listing features. Any feature listed should be broken down into a benefit. People want to know how their problems are going to be solved or how their life is going to be better. Give them something to get excited about. I can hear the grumbles now: “but my product isn’t exciting, no one is going to get excited about ink cartridges <insert whatever “boring” product you sell in here!>. Well, you might be right, maybe no one is going to shout off the rooftops that they found some ink cartridges for their printer. However, they will be excited if they are saving money, getting better customer service or quickly and easily replacing their cartridges. As long as someone has a need or a problem and you have the solution, you have the power to improve their situation. Even the most dull, boring everyday item has benefits. It’s your job to discover them and convey them concisely on your product pages.
Avoid generic hype. Things like “excellent product quality” don’t really get anyone excited anymore. If your product is really the best, provide specific proof why this is the case. If you really want to say you are the best or have the highest quality, quote a customer who says your product is the most wonderful they’ve ever used. When it’s said by someone else, there is more credibility.
Use sensory words. Sensory adjectives are power words because they evoke stronger feelings and reactions in your readers, causing them to feel moved and often even connected to your product or the experience they will have using your product. You can easily dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, soft, squishy, bold, vibrant, and scrumptious.
Appeal to your site visitor’s imagination. Use storytelling. Storytelling is a great way for the audience to build trust and experience a preview of their future. You don’t want product pages to be filled with incessant rambling, but a short story can be effective in conveying what your audience will experience with your product. Try it out and see how it works for you.
Use Social Proof. Nothing makes people feel more confident in their purchase than the validation of others that have used and loved your products. Social proof is powerful and vital to your online marketing success.
Use verbs in addition to adjectives. People respond to action. So it makes sense that action words are going to be more compelling and interesting and will better paint a picture for your audience.
Answer the all-important question: why? Let people know why they need your product and if there is any confusion about how to use it, what they may need to go with it or what size, color (etc) they should get, be sure you clarify. Confusion creates doubt and doubt causes people not to buy. Be sure you cover all key points and don’t leave anyone confused.
Optimize the content for the search engines. Just make sure you don’t overdo it. The engines don’t like pages stuffed with keywords and neither do your site visitors. Typically you want to make sure you’ve clearly conveyed the model name and/or number as well as the brand and then you want to ensure you have some broader terms that are relevant to the product. Think about how your audience is going to search for what you have to offer and be sure to use those phrases.
Be conversational. When in doubt, write in a conversational tone. Think about how you would explain your products to someone standing in front of you and capture that tone and style. You don’t need to be corporate and stuffy and you don’t want to make it too short or too long. Strive for what feels like a natural, conversational explanation of your products.
For the record, most of these tips apply to services as well.
It may take some trial and error but it’s so important and is worth the effort. So get to work and see what you come up with.