According to data shared by OneSpace, as many as 98% of consumers admitted that a lack of product description is the top factor in their decision to leave a sales page. So, how do you create product descriptions to encourage people to buy your product and, in the process, positively impact SEO?
A product description is a marketing text that – as if replacing a conversation with a salesperson – is supposed to present the value of a given product as fully as possible. In online shopping it is crucial. This model not only provides customers with detailed information about the features of the product, but also shows what benefits are associated with its ownership. Poor product descriptions significantly reduce the chance of a sale, just like… a rude salesperson. The best ones, on the other hand, help change the minds of even the most skeptical consumers.
E-commerce product description- table of content:
- Why is product description important?
- How does Google rank content?
- What to avoid when describing products in an e-shop?
Why is product description important?
Online shopping eliminates the opportunity to both talk to the seller and physically see the product. In a word, you cannot touch it and see it with your own eyes to see what it offers. You can only rely on visual cues and information that is contained in the description to make your decision.
But it takes more than a raw set of technicalities copied from a manufacturer’s website to convince consumers to buy. A great product description clearly states the value and benefits of the product, tells a story, and presents the product as a solution to specific problems.
However, the consequence of poorly prepared product descriptions is not only low sales, but also – as the authors of the Shotfarm report point out:
- decrease in brand trust (80%)
- increase in the number of returns (40%)
However, the sales aspect of product descriptions in e-commerce is only one side of the coin. The content is also of great importance for Google, which takes it into account when ranking search results. And the higher in the search engine, the greater the chance for sales, because most customers start their search for a product on Google.
How does Google rank content?
Google, but also every other search engine, tracks thousands of websites for given key phrases. To help users find content that best answers their queries, algorithms evaluate content uniqueness, originality and relevance. To rank at the top of Google search results, a SEO-friendly description is therefore absolutely essential.
What is a SEO-friendly description?
It used to be different, but today the rules governing content preparation for SEO are clear – you need to write in a way that makes life easier for users. Descriptions should satisfy their needs both in terms of content and form. Writing for the search engine is of no use anymore, and may decrease readability and user engagement.
So where to start?
Copywriting professionals recommend first defining the people who are likely to be interested in buying so that the description matches contain exactly the information they need, and beyond that:
- is plainspoken,
- uses keywords placed naturally,
- ensures clarity by using lists and distinctions,
- generates unique content.
A product description should be factual, but provide the information you need to make a decision.An example of a good product description, source: www.onzie.com
So how do you create product descriptions for your online store?
There is no universal recipe, because descriptions of products, the purchase of which has an aspirational dimension (e.g., fashion products, cosmetics or interior design) will look differently, technical products (e.g., software), whose task is to solve a specific problem, and yet different from basic goods (describing, for example, a light bulb does not need to force poetry).
What to avoid when describing products in an e-shop?
You can make many mistakes when creating product descriptions, but the ones we’ll list below will cost you the most money.
Google downgrades the position of pages that contain content copied from elsewhere on the web, and gives preference to original ones. Copying, including from manufacturer’s sites, will work against your visibility in Google, and stylistic inconsistency will negatively impact your brand identity.
2. Overuse of keywords
Using the right keywords in your product descriptions helps you get a better ranking, but you need to use them with your head. Content unnaturally packed with phrases is unreadable, which in turn discourages users. Google, which in determining the ranking also takes into account the rejection rate and time spent on the page, also analyzes this.
3. Use of technical jargon
The product description in an online store, although it should serve an informative role, must be written in the language of benefits. Using technical jargon will help neither in encouraging purchase nor in SEO.