How to Write Great Product Descriptions

Running an ecommerce business can be incredibly rewarding. Not only do you get to work from home and choose your own hours, but you get to sell your products to the world and build your own brand in the process. But competing against the giants like Amazon and eBay can be challenging, and you need to offer something unique if you want to stand out and keep customers coming back to your site. One way to increase your competitiveness is to improve your website’s search engine optimisation (SEO) – and the best way to do that is to write compelling, SEO-friendly product descriptions. Here’s how to do exactly that.


1. Settle on your keywords

Before you start writing your content, you should define your keywords and decide what you want to rank for. Free SEO tools like Ubersuggest allow you to input keywords and get recommendations, while premium tools like SEMrush and Ahrefs offer advanced features. Choose your keywords and remember them when it comes to writing your copy – you’ll need to include them naturally in your product descriptions in order for you to rank.

2. Define your customer persona

What does your average customer look like? If you don’t know, it’s time to research by going through your Google Analytics and speaking to your customers direct. Develop a brand persona of your customer base – get to know their likes, dislikes and the reasons for using your products. You won’t be able to write compelling content until you do this. If you’re struggling, send out surveys or arrange focus groups to get questions answered.

3. Be descriptive

The biggest downside to ecommerce trade is the lack of the physical product before purchasing, so it’s essential that you describe your products in the best possible manner. Get your hands on each one before writing its description, and talk your customers through the benefits. Don’t stick to stock descriptions or manufacturer jargon – write from your experience and talk your customers through using your products for the first time.

4. Add lists

Descriptive product descriptions will undoubtedly work best, and aid in your website’s SEO, but you should also think of those customers who are busy and want to purchase quickly. By listing the key features of your products, you’ll save time and help customers get an understanding of your products quickly. Short, succinct paragraphs or lists should be used.

5. Use social proof

Social proof has been scientifically proven to increase the effectiveness of marketing, so get testimonials from customers or use their social media reactions to your products. Of course, you should ask for permission before featuring any of your customers. If they’re hesitant, consider offering them a discount or freebie in exchange for their honest opinions. Alternatively, add a review feature to your product pages and let customers share their thoughts in an open, honest manner. Just remember to monitor and police reviews.

Wrapping Up

Product descriptions are important – they’re your one chance to sell the benefits of your products before a customer clicks off your page. Try out these product description copywriting tips, and let us know how you get on. Good luck!

How to Write Great Product Descriptions
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