When adding your product to your e-commerce website, the product description text is so important. This can bring people to your site, help them through the journey and convert them to a sale. As the final step before a purchase, a poor product description could be the difference between a paying customer and a bounce.

In this article, we run through four key ways to improve your product descriptions, which can therefore lead to more sales. These are things that ideally you would take into consideration before you even write your first word.

1. SEO

What is the main keyword of your product? By using a tool like Google Trends, you can see what people are searching for. Do you need to consider the brand name and colour as part of your longtail keyword? If the product name itself is highly competitive, but lots of people are searching for a certain colour of the product, then you could optimise your text for that colour.  Keywords can go in your description and sometimes also in teh product name.

Be sure to include at least two good unique sentences of product description, as if you have lots of product pages with only a few words on them, Google can see this as spam.

Always write unique product descriptions rather than copying and pasting from another website or from the manufacturer.  If your infomation is copied it can be ignored by Google and marked as duplicated content.

2. People

Write your descriptions for people. People want to read longer descriptions, but understand the main subject in just a few words so lead with the key information then explain the details. When shopping online, we really need to evoke the senses of touch and smell to give readers the full picture of the product, as they only have your description to rely on.

Be sure to put your brand personality into the text, so your customers feel like they are buying from you. This is how you can make your product pages stand out from your competitors product pages.

3. Information

Once you have your visitors on site, looking at your products, give them all the information they need, rather than leaving knowledge gaps that they have to fill by searching for extra information on Google.  For example, can they tell from the picture and description exactly what is included?  What age it’s for?  All possible uses?  Are there additional assembly or usage guides that you can make available for download.

Selling online isn’t about misleading people or smoke and mirrors as items can be returned and reviews can be written.  So make sure all the information is accurate and any questions the buyer may have are answered. Check that you have covered everything that could be found by a Google search.

If you have too much information, by all means, hide it by using tabs. Text hidden in this way is less likely to be considered important by Google, so don’t hide your most important information, but instead put the information that your customers will want to search for, in tabs.

4. Sell it !

You need to own your products. Even if you are just reselling take time to make sure everything is on brand and in your voice.  Use words to compel the visitor to buy now, make sure they know why they need it and how it will make their life better.  Remind them of key points and how easy it is to buy and deliver.

Appeal to both their emotions and their logic.  To appeal to the logical side, focus on value, lowering risk (e.g. money back guarantee) and the clear benefits.  To focus on their emotional side, think about what they will ultimately gain on an emotional level from buying this product. Will it be something that will bring them closer to their family? Will it make them happier? Will it make them more successful?

Do you have any tips that you would like to add?

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