According to data shared by OneSpace, as many as 98% of consumers admitted that a lack of product description is a major factor in their decision to leave a sales page. So how do you create product descriptions to encourage people to buy them, and at the same time – positively impact SEO? Read on and find out!
Product descriptions in e-store – table of contents:
- Why is the product description important?
- How does Google rank content?
- What to avoid when describing products in an e-shop?
A product description is a marketing text which – as if substituting 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 functions of a given product but also shows what benefits are associated with having it. Poor product descriptions significantly reduce the chance of a sale, just like a rude salesperson; the best ones, on the other hand, help to change even the most skeptical consumers’ minds.
Why is the product description important?
Online shopping eliminates the possibility of both talking to the seller and physically seeing the product. In a word, you can not touch it and see it with your own eyes to see what it offers. You can only rely on visual clues and information contained in the description to make your decision.
But to convince consumers to buy, you need more than just a dry set of technicalities copied from a manufacturer’s website. 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 position 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, the algorithms evaluate the uniqueness of the content, its originality and relevance. To be at the top of Google’s search results, a SEO-friendly description is therefore absolutely essential. But what does it mean?
In the past, 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. The descriptions should satisfy their needs both in terms of content and form. Writing for the search engine is of no use anymore, and may reduce the readability and engagement of users.
So where to start? Copywriting professionals recommend first defining the people who are likely to be interested in buying so that the description matches the exact information they need, and beyond that:
- use keywords placed naturally,
- ensure clarity by using lists and distinctions,
- generate unique content.
A product description should be factual, but provide the information needed to make a decision. So how to create product descriptions for an online store?
There is no universal recipe for product description. Some have an aspirational dimension (e.g. fashion products, cosmetics or interior design) and will look different than technical products (e.g. software), whose task is to solve a specific problem. And another style is to be considered while specifying basic household goods, for example a light bulb.
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.
Duplication of content
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.
Overuse of keywords
Using the right keywords in your product descriptions helps you get a better ranking, but you have to use them with your head. Content unnaturally packed with phrases is unreadable, and this, in turn, discourages users. Google, which is determining the ranking also takes into account the rejection rate and time spent on the page, also analyzes this.
Use of technical jargon
The product description in the 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. However, if you sell products that require more precise descriptions, check out what good technical copywriting is all about.
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