If you run an ecommerce business, it's important to display your products in the most effective way possible. There are many things you can do to optimise your product pages - especially when it comes to writing product descriptions.
Product descriptions are essential as they summarise what your business is offering and how your product can benefit a potential customer. Without further ado, let's take a look at how to write the perfect product description...
1. Include Target Keywords
Conduct in-depth keyword research to optimise your product descriptions and improve your product's visibility in the SERPs. Google's Keyword Planner is free and it is an invaluable tool for keyword research. Simply pop a list of search queries related to your product into Keyword Planner and determine which keywords to target by analysing their average monthly search volumes.
You can also optimise many other parts of your product page using keywords, including:
- Page titles
- Product names
- URL slugs
- Meta descriptions
- Meta keywords
- Headings (h1, h2, etc.)
- Image alt text
It's especially important to get the name of your product right when writing the perfect product description. The name of your product should always reflect what the average person would search for if they were looking for your exact product. So, put yourself in their shoes!
2. Use Your Own Copy
Google prioritises content that is original and authentic, so one of the worst things you can do is copy and paste a description directly from the product manufacturer's website. Your product description should have a completely different aim to the manufacturer's. Their description will tend to be extremely factual and fixated on the specifications of the product, with little personality or persuasion technique.
To sell your products, it's essential that you include your business's brand voice and personality. Whilst the product specifications are important to include, it's crucial that your customers gain a unique insight into your business to set you apart from competitors.
3. Include Genuine Reviews & Testimonials
People trust people! The best way to gain trust from potential customers is by including genuine reviews and testimonials within the description of your products. According to BigCommerce, 72% of people say that positive reviews and testimonials help them trust a business more!
Customer reviews will make your business look transparent and honest, plus they give you the opportunity to shout about the great qualities of your products through the words of others.
4. Use High Quality Images
Product images and product descriptions go hand in hand - they are the bread and butter of an ecommerce website. Enhance your product description with high-quality product images that accurately represent what you are offering to your customers.
Clear product images create a tempting buying experience for a customer, enticing them to make a more informed purchase. Remember - the product image is usually the first thing a potential customer will see, and first impressions really do matter!
5. Think About What Your Audience Want to Know
When writing a product description, step into the mind of your target audience, and answer everything they want to know about your product! It's important to give them the answers they're searching for before they click off your website and look elsewhere.
You can easily combat this by including a FAQ section when writing your perfect product description. With a product FAQ section, you can dig deeper into the features of your product. This further informs your target customer whilst promoting the benefits of your product.
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