When you enter a brick-and-mortar store and look at the yellow lamp, you expect the seller to answer your questions about the product. He will bring you closer to the operation of the lamp and the advantages of using it. It will get acquainted with your expectations and advise you to buy this particular model or suggest something more suited to you. On the Internet, product descriptions play the role of sellers. How to write product descriptions that convert?
How to write product descriptions?
Taking inspiration from traditional and professional sales is a good lead, although many mistakes are still made in online stores. While it is difficult to imagine a stationary seller who repeatedly emphasizes its color to every question about a yellow lamp, you can read such descriptions on the Internet. Effective product descriptions must respond to the intentions of users – inform about what is not visible in the photo and what is not obvious.
Of course, Google algorithms are also of great importance. The descriptions of the products they sell are SEO-matched descriptions and, as a result, visible in the first search results. In this text, we discuss the most important ranking factors and suggest how to create product descriptions so that they are attractive to both the potential customer and Google algorithms.
1. Effective product descriptions must be unique
If you are wondering how to write product descriptions, you probably do not want to copy them (e.g. from the producer’s website) and paste them in the right place. However, if any doubts arise, it is worth remembering that the uniqueness of the text is really the basis for starting the positioning process. Any attempt to duplicate content is a waste of time – sooner or later, you’ll find yourself far behind your competitors, which will surely affect your sales drop. This will be ensured not only by the Panda algorithm, but also by users who efficiently browse other online offers. From the copied texts, they will learn nothing more than from the competition. Only a unique description can build a competitive advantage and encourage undecided users to buy.
2. Select keywords for product descriptions
Descriptions of products that convert have naturally applied keywords in an altered and unaltered form. The term “naturally” is most important here, because the text is primarily to be legible and arouse interest in the product – not the text itself. A user who sees a text saturated with phrases notices its unattractiveness and, instead of focusing on the product, focuses on a poor description. Below are the most important rules for the perfect use of phrases in product descriptions (and other forms of text). These are not rules that guarantee effectiveness, so it is worth being relaxed and modifying the number of phrases if necessary.
– The main phrase should be included in the first 100-150 characters, unchanged, and should continue to appear once every 600 characters.
– The main phrase may appear changed once every 1000 characters. – The title of the text and headings should contain the main phrase in an unchanged form.
– Additional phrases must be used unchanged once every 1000 characters and altered once every 2000 characters.
– Additional phrases can be combined – if the additional phrases are, for example, “yellow kitchen lamp” and “yellow LED lamp”, just write “yellow LED kitchen lamp”.
How to choose keywords? Use free or paid tools to research the phrases used by competitors and the number of user inquiries. Good programs are, for example: Senuto, Surfer Seo, Semstorm, Google Trends or Google Ads Keyword Planner (ultimately used in creating advertising campaigns, but also useful in seo positioning).
3. Product descriptions should have specific recipients
Effective product descriptions require getting into the customer’s shoes first – you are not writing to all people, but to a group of people who are interested in your product category. Before you start writing a description of any item, define as many features of the “model” client as possible. What is her gender? How old? What does she do in her spare time? What’s your budget? Having a specific user in mind, it will be easier for you to match the content to his expectations.
4. Consider inclusive marketing when creating product descriptions
After creating a model client, think about whether you have narrowed down the group of recipients too much. Perhaps it is worth focusing on inclusive marketing, i.e. inclusive marketing – this way you will not exclude various groups that are often rejected due to stereotypes and repeating schematic thinking. Inclusive marketing shows that the brand is socially aware and open to various needs. She verifies assumptions about someone or something, which ultimately also reveals her responsible approach to clients. How to use inclusive marketing in practice?
– Instead of highlighting great sports shoes for walking and running, think of people in wheelchairs who are also looking for cool shoes online – yours might be of interest to them.
– When selling men’s perfumes, do not write that they will definitely impress every woman – this is not the goal of all men on earth!
– Dolls are not only played by girls. Especially if they are educational models – e.g. dolls that reflect a child with Down syndrome. Boys’ parents also search for such dolls.
5. Make sure you have the language that matches the product you are selling
We have already mentioned the method of communication in terms of phrases for “you”. However, these are not the exclusive dilemmas of the authors of the descriptions. In the way of communication, style is also important – it can be very sensory (e.g. when describing chocolate), but it can also be very technical (e.g. when describing an RFID printer). If you want to create descriptions of the products they sell then you can’t confuse the two. Sensory descriptions are great for characterizing food, clothing, or gift items. Such content also often contains humorous elements and colloquial expressions. It is completely different with the descriptions of technological or medical products – here you need to formulate as much specific information as possible about the production and operation of the device.
6. The descriptions of the products they sell are substantive descriptions
When looking for an answer to the question of how to write product descriptions, also find out how not to write them. Users hate pouring water more and less consciously. Unsubscribe full of returns will result in your offer being rejected. If you say the suitcase is “high quality”, explain why. Maybe it is made of polyurethane, which quickly returns to its shape after deformation due to impact? Do not write that acrylic paint will work “for all kinds of materials”, but mention the specifics: wood, metal, stone or maybe plastic?
7. In the product descriptions, mention their advantages
What customers need is knowing the benefits they can achieve by choosing your product. In the event that the competition is fierce, you must particularly emphasize the aspects that distinguish your offer. List the features and benefits of your product like a salesperson in a brick-and-mortar store – he would list these benefits in a face-to-face conversation. You can present your advantages in the form of a list and bullet points. Remember that the product description is where you should provide detailed information about each item – quite different from the category descriptions which are characterized by general information about the offer.
8. Storytelling with product descriptions will increase interest
If the product description is only 1000-1500 characters long, it is difficult to develop the plot, but for descriptions of 2500 characters and more, it is worth using storytelling. Tell stories and draw the customer into action – so that he can identify with the hero and look at your products in terms of application in practice. Good storytelling consists of elements such as classic short stories or novels. Initially, a neutral situation is presented, then there is a problem, and then a successful solution.
Example? When advertising a summer tracksuit for adults, describe the remote work situation that many employees are currently familiar with. Think of a morning when rush and lack of organization cause you to put on any clothes that are at hand (not necessarily fresh and liked). The problem arises when the mood is lowered almost from the very beginning of work, and concentration and motivation decrease. The solution can be a fashionable and comfortable sweatshirt set, in which the home office experiences a completely different experience. Summarize it with the words that what we wear affects how we feel.
9. Effective product descriptions encourage action
Optimizing an online store requires the creation of CTA (call to action) buttons, i.e. buttons calling to action. “Buy now”, “Order online”, “Go to cart” and other such phrases placed on the buttons direct the customer to the right shopping path. Effective product descriptions should also end with an incentive to perform further operations – purchase a specific product that represents the description or transitions to similar ones. Even if you are reading about a green ceramic mug and are interested in buying it, take into account that you may not care about the ceramics at all, but about the color. Is your offer wider and also includes a green porcelain mug? Mention it in the last sentence and invite people to read the porcelain mug.
10. Product descriptions also need to look good
Among the rules on how to write product descriptions, it is also necessary to take into account the general appearance of the description – optimizing it so that it is readable for the user and at the same time the algorithms perceive it as substantive. To do this, use:
– headings h1, h2, h3, h4 – in order of importance (exactly like chapters and subsections in scientific papers),
– bolts on parts of sentences that contain the main phrases – e.g. a wooden comb for men’s hair will fit into a pocket and will be perfect as a gift,
– anchors, i.e. links to other subpages – in place of the additional phrase, you can place a redirect to the tab with products corresponding to this phrase.
Tips on how to write product descriptions include both how to communicate with the user and how Google algorithms work. Their use improves the visibility of the product in search results, which in turn increases sales.