Writing product descriptions isn’t a high priority for most retailers, and creating product descriptions that sell can be a delicate balancing act. As Neil Patel explains, “They [should] give the shopper what they need to know – nothing more, nothing less.”
However, once merchants strike that perfect balance, their unique descriptions will help them stand out from the competition, convert more customers, and boost their SEO rankings. If you’re ready to start updating your product pages and reaping these benefits, here are our top 10 tips to help you get started:
1. Understand Your Target Audience
Think about the people who are most likely to buy your items. Researching these buyer personas can help you establish a brand voice that connects with your audience, and you can further understand your customers’ wants and needs. Consider the following aspects of your target market:
- Location.
- Age.
- Gender.
- Interests.
- Education level.
- Income level.
- Language.
2. Optimize Product Titles
Utilize keyword research techniques to create informative and original product titles. Consumers should know exactly what the item is before they click on it.
3. Optimize Product Pages
Each product description should include relevant keywords, and images should be optimized with alt tags. Including customer reviews, ratings, and testimonials is also a smart move for satisfying buyers and improving your SEO.
4. Be Detailed
Have you ever read a vague product description that promises the item is “top-rated” or “high-quality” without offering any further details? This can be a major red flag for potential buyers who are on the lookout for scams, so it’s essential to use technical language that describes how the product is high-quality. Like your middle-school English teacher said: show, don’t tell!
5. Include Data
If your product has received positive reviews from customers or media outlets, include that information in your description. Using social proof and statistics can make a world of difference for hesitant customers, and it will make your brand seem more transparent and credible.
6. Tell a Story
You can connect with your audience on a more emotional level by telling them a story about how you got the idea for this product, how it was made, or share another behind-the-scenes look inside your business. Everybody likes a feel-good story, and it can help you find common ground with your customers.
7. Explain the Benefits
To sell your products, you need to show your customers that the item will make their lives easier or better. Describe how using the product can solve a common problem, help them save time, become healthier, etc.
8. Improve Readability
Bullet-point lists are the best way to list features and product specifications. Whatever you do, don’t stuff all the product information into lengthy paragraphs! People should be able to skim the description to gain all the information they need within seconds.
9. Compare and Contrast
Don’t be afraid to differentiate your products from similar items on the market! For example, is the product made from recycled or eco-friendly materials? Is it guaranteed to last longer? Do some research on your competitors, and use this knowledge to your advantage.
10. Maintain a Consistent Voice
No matter who writes your product descriptions, all of them should line up with your established brand voice. Creating and maintaining a recognizable brand voice across all online platforms is important for building consumer trust and displaying your company’s visions and values.
For more writing and SEO tips, check out our other blog posts here!
