Customers are not always perfect. They often can be naughty and require a lot of extra attention. But you know, your product also can look like not the best one. Therefore, it is very important to correctly present it to customers and force them to make a purchase. In this case, an excellent product description is 50% of your success.
A well-prepared product description assists to convert buyers and drive targeted traffic to your website.
If you want to get a top Shopify store, mastering your copywriting skills is must have. How to write the perfect description of your product that will definitely rank in search results? In this post, we are trying to figure it out.
Product descriptions and e-commerce websites
Creating great product descriptions is a big task for people working on e-commerce websites. Investing time into writing detailed product descriptions (from the SEO perspective) is one of the most important tasks a digital marketer should care about.
Google has the power because of its highly advanced artificial intelligence now understanding website content better than ever before. Qualitative product descriptions give the opportunity that shouldn’t be missed – to take advantages of long tail search queries and search intent.
Before diving into how to write the perfect product descriptions, it’s worth to understand what a product description is.
What is a product description?
A product description is a type of content that describes a product or item for online sale. Any description should highlight core product features and their benefits for customers. It’s needed to provide website visitors with full product information to buy.
Writing a product description, you should keep in mind the following potential customers’ questions and try to realize the answers to them:
- What is this product about?
- What problems and challenges does it solve?
- Where does the product come from?
- What makes it different from other products?
- What is it made of?
- How can I use this product?
- Finally, why should I buy this product?
Ideally, a product description provides the bedrock of content across any e-commerce website.
How to write the best product description?
Unfortunately, it’s impossible just to take and apply some random product descriptions and expect your sales to increase and double overnight. Product descriptions should directly relate to your target audience.
Take time to think about what would make a compelling background story for a particular product and create your description specifically to sell this product through the story.
So here is the list of the most essential tips
8 quick tips on how to write product descriptions
1. Be unique
The very thing you should care about is how to make your product description unique. This description should contain words specific to the ideal buyer you’re targeting. Besides, unique product descriptions are extremely crucial for SEO and help to rank in search engines.
Analyze all keywords to avoid being penalized and do not use cheesy stock photos. Well, these tips look obvious but it’s worthy to remind about them as well.
2. Make sure your descriptions are easy to scan
The truth is – your product description should be actually worth to read. People often scan texts beginning from the very first sentences and then as it goes. So your goal is to get people to read the first, second, sentence and so on.
Use visual cues to convince them it’s worth reading. It’s about bright images, bullet points, lists, and titles. Add plenty of white space and use short paragraphs of 1-2 sentences. Try to keep description sentences short and simple, avoid complex words and terms profusion.
3. Imagine a picture in the mind of your clients
Writing product descriptions, do not cut such generic words as “nice” or “good”. Sometimes it’s worth to add descriptive and emotion-laden words and phrases to tell a story. It will help you to get your customer’s buy-in.
4. Identify buyer personas and focus on them
One more essential thing is knowing your customers. Interviewing your potential clients, you understand their pain points and frustrations. You get to know what they value and what they’re willing to spend their cash on. Often you even start to understand their innermost desires and fears.
Listen carefully to all the words they use to describe their emotions. Surveys, forums, emails or websites are also useful to get this kind of information.
5. Do not forget about SEO
The description of your products should help you to maximize your search rankings.
Define a primary keyword for your product page and use it consistently throughout your product description. Do not forget about natural using. The more specific your keyword, the easier it is to rank for it. However, if the keyword is too specific, it will bring less traffic, as fewer people are searching for the term.
6. Test your descriptions
A/B testing is crucial for conversion optimization. It means showing two different versions of your product description to different groups of clients. It helps to see which converts better.
7. Check all details
Writing product descriptions for your online store includes mentioning every useful and relevant detail. Pay attention to information sizing, dimensions, colors, quality and quantity correlation, materials used and so on. The more info available on your product page, the easier it is for customers to decide to buy.
8. Verify everything!
When everything looks ready, take some time to check spell and every single part of your product description. This may require a couple of night coffee caps, however, you’d be sure that you’ve avoided a typo or two.
Always run your product descriptions through some spell check tools before you post them.
What is an ecommerce product description generator?
If writing product descriptions isn’t your favorite business, nowadays you may use any free powerful product description generator tool to automate the process.
Most automated e-commerce product description generators can suit the budgets of small e-commerce companies. It’s become possible because of Artificial Intelligence.
How does it work?
Search through the database to find your product and set all the product attributes. Doing this, you give the tool more information about your product size, weight, color, etc. Then you should select the “Generate” option and the tool will come up with a product description based on your input.
If you don’t like the product description, you may regenerate the same description over and over until you’re satisfied. Here are some examples of product description generators online:
Often writing product descriptions is a real challenge for many e-commerce store owners. However, if you want to increase your conversion rates and get more sales, you must care about it. Get good at writing descriptions or hire freelancers who can do this job for you.
If you are aimed to become a successful Shopify store, master your copywriting skills and start writing product descriptions like a pro!