One of the most important factors to your online and off-line sales are your rankings…
How to Write Product Descriptions That Attract Users and Search Engines
If you’d like to improve your conversion rate, you need to write product descriptions that attract both users and search engines.
Depending on a host of factors like age and location, people may use different keywords to look for things online. You need to know what these keywords are, so that you can lead your target audience to your website.
Once people are on your website, you need to use the right voice and tone to build trust and show your product’s value. You also need to answer the most common questions that may arise along the way.
What is a product description?
A product description is the marketing copy that describes your product to people and why they may want to buy it. It includes things like the product’s name, weight, length, price, and other features that people might want to know before buying it.
Why do you need to write unique product descriptions?
Most businesses often use the product descriptions provided by manufacturers.
If you want to stand out online, you shouldn’t do this since it could cause duplicate content issues.
Google doesn’t want to show users the same content over and over again. If it notices that the same copy is on several websites, it’ll most likely choose an “original” version and only show that in search engine results pages.
To make sure that your product pages appear in search engine results pages, you need to write unique product descriptions.
Doing this could be difficult if your website has thousands of products. You can start by creating a list of your most important products and start updating their product descriptions.
Create a buyer persona.
Instead of trying to appeal to everyone, you’ll have greater chances of success if you cater to a specific audience. Once you’ve identified your target audience, you can target keywords they use and highlight your product’s benefits in a way that resonates with them.
Begin by creating a buyer persona. Some people even give their buyer persona a name and visualise someone to make them seem more real. Flesh out your buyer persona more by answering the following questions:
- How old are they?
- Where are they located?
- How much do they make?
- Are they single or married?
- Where do they spend most of their time online and offline?
- What are their goals?
- What are their pain points?
- How can your product help with these pain points?
Once you’ve created a buyer persona, use it as a guide during the whole product description writing process. Let it inform the keywords you target and the brand voice you use.
Make sure your products descriptions are search engine optimised.
Once you know who your target audience is, it’s time to make sure they find you online.
Keyword research is the process of finding out which keywords people use in search engines and using them in your content.
Before we proceed, let’s define a few terms.
Keyword Volume is how many searches a keyword generates during a specific period.
Keyword Difficulty is how hard it is to rank for a keyword. Usually, the higher the keyword volume, the harder it is to rank for. However, this may depend on how competitive your industry or niche is.
Search Intent is why users are searching for something. They might want to:
- Learn something
- Go to a specific website
- Find more information before making a purchase decision
- Buy something
You need to take these three things into account during the keyword research process.
Here are the most commonly used keyword research tools:
- Moz Keyword Explorer
Once you’ve created a list of target keywords, incorporate them into your product descriptions in a way that isn’t spammy. Google is now smart enough to tell if you’re stuffing content with keywords.
Highlight the value your product provides to people.
Most product descriptions include a product’s features, including its weight, length, technical aspects, and so forth. However, listing down these features won’t be enough to convince people to purchase something.
You need to show all these features can come together and benefit them, how it can improve their lives or ease their struggles.
For example, the latest iPhone’s camera has 12-megapixels. This means users can beautifully capture important moments with family and friends without having to lug a separate camera round.
Choose which features and benefits you need to focus on depending on your buyer persona. If your target audience is stylish, you may want to highlight your product’s sleek design and how it can go perfectly with all their outfits. If they’re active and often on the go, you can highlight how durable your product is and how they can take it with them on their adventures.
The right product descriptions can greatly improve your conversion rate.
Create a buyer persona, so you can determine which voice and overall copy will appeal to them the most.
Make sure your product descriptions include keywords users are looking for.
Don’t list down your product’s technical features. Show people how it can improve their lives or solve their problems.
A self-professed book and digital marketing nerd, Darlyn Herradura focuses on building trust between customers and businesses with the written word. She understands that creating valuable content is the best way to get found online and happily spends her time doing that.