For some reason, many online retailers have a hard time coming up with compelling product descriptions to use on their websites.
I have assisted hundreds of retailers in improving their product descriptions, and after doing so, I have come to the conclusion that the uncertainty stems from four distinct issues:
- a phobia of writing
- Too Much Effort Being Put Into “Writing”
- Saying Too Much
- Putting All of Your Attention Into SEO, or None at All
First, let’s address each of these, and then we’ll look at some real-world instances of effective and ineffective ways to describe products. After that, we are going to make an attempt to “repair” one of them.
Sound like fun? I believe that to be the case, so let’s get this celebration started.
How to write SEO friendly product descriptions
A phobia of writing
Writing is a terrifying activity for a lot of individuals. Sometimes it’s because they have a general sense of insecurity as a result of having been criticized in the past or obtaining poorer grades in English classes when they were in school. Other times, it’s because they have a fear of public speaking.
It is true that using correct language and punctuation is essential while writing, however, this does not inevitably result in an increase in sales (which is what you want).
And the answer is both yes and yes: there are lots of people who make a living just from copywriting, and the quality of their work is extremely high. To produce copy that is successful in selling, however, you do not need to be a professional copywriter.
Therefore, the first guideline is that you DO NOT have to give up on this endeavor. You need not be concerned about being “judged” by the content of your writing. The ONLY criterion that should be considered is how well the product is selling.
Too Much Effort Being Put Into “Writing”
Writing well is challenging, but it doesn’t imply you should put in an excessive amount of effort to achieve it. Let me clarify.
Something shifts inside the majority of people once they make the decision to begin writing. They resort to the dictionary and the thesaurus in order to employ expressions that are outside of their usual lexicon.
They compose sentences in a manner that is stiff and formal. They use terms specific to the product. The issue with all of this is that people do not typically communicate in this manner with one another.
The vast majority of the time, when we communicate with one another, we do so using concise phrases that make use of words that are commonplace in our everyday lives.
It is often necessary to explain technical words to the buyer if the customer places high importance on those terms. However, if you want product descriptions that are clear, potent, and help you make more sales, you should work hard to utilize as little of them as possible. Spend some time perfecting your writing, but do so in the tone of a conversation with a close friend.
When it comes to writing sales copy for a product, the most challenging aspect is making the copy sound natural and genuine.
Overstating One’s Case
Rule of Thumb: The first fifty words of any sales pitch are the most important; everything rest is just details.
That’s only a rule of thumb, but there are a lot of explanations based in behavioral science for why this is the case, like human attention spans, how many words a person can absorb at a crack, and lots of other things. You also need to be aware that there is a limit to the number of words that may be displayed simultaneously on a mobile device’s screen due to the high volume of web traffic that is supplied by mobile devices.
However, the most significant risk involved in writing product descriptions is that the person doing so “wants” to say a great deal about the product they are describing. That is not a negative thing at all; the merchant or copywriter may be an expert who understands a great deal about the products and wants the buyer to have as much information as is possibly available to them.
That is a good feeling; nevertheless, you should keep all of those in-depth explorations and dissertations for a blog article (where it will get you more traffic). In the product descriptions, you should put emphasis on the information that the buyer needs to know in order to make a purchase.
And as you are writing the initial fifty words, you should focus on how the product will make the reader feel, such as intelligent, productive, joyful, content, attractive, and so on. If additional in-depth, technical descriptions are required, move that information lower on the page or create a details tab so that the information is still accessible, but does not interfere with the sale.
Putting All of Your Attention Into SEO, or None at All
You need the product name, page title, and description to have the right mix of keyword phrases to score well in search engines, but you also need all of those things to be convincing, friendly, and persuasive to the human who will actually make the buying decision. The modern eCommerce copywriter-merchant has to serve two masters.
We have to accommodate both the needs of humans and machines. This indicates that we need to find a meaningful balance, just like we do with so many other aspects of life. Now, let’s have a look at a few illustrations.
I have taken all of my examples from Amazon since they are a reasonably easy target, have a huge number of product names and descriptions that are typically produced by outside copywriters for a wide range of firms, and I can easily find examples that fit my criteria.
Emphasize your products’ best features and benefits.
Consider the most crucial aspects of your product that will help you sell it. Don’t list everything and don’t take yourself too evident. Some products may not require a lengthy description. Maintain a balance between expressing too much and saying too little.
If you offer women’s black T-shirts, for example, there isn’t much you can say.
Check out the Uniqlo screenshot above; the photographs speak for themselves. It also has essential information such as material, care instructors, a description, and shipping details.
The description is brief, as is required for a T-shirt, but it highlights the most significant aspects and is easily accessible thanks to the bullet points.
Avoid cliches such as “this is the best quality.” Instead of stating why your product is the greatest, describe the benefits it will provide to your clients, and they will recognize that your product is good on their own.
Maintain your brand’s tone and style
Make sure your product descriptions don’t seem false when writing them. The descriptions should have the same tone as your company’s voice. Your product material should adhere to your brand’s philosophy, design, and style.
Make use of your own words while describing your company. Customers will be able to readily recognize and “hear” you. Is your company witty? Is your company’s image more laid-back or more professional? Is it possible to describe your product in a unique way, or do you need to stick to certain guidelines?
Create lists or tabs to make your text more readable.
Have you noticed anything in the examples thus far that you think is common? The product descriptions’ bullet points, to be exact. When explaining the features of your product, always utilize bullet points or lists. The writing is easier to read as a result of this.
Making tabs with different information about the product is another wonderful suggestion for making your descriptions more understandable. The shipping and technical data can be separated. As a result, your customers will be able to access the data they require.