This is the most comprehensive approach to writing product descriptions that convert and rank well in searches. Every part of a product description will be disassembled using examples so you can see what works and what doesn’t. (product features)
You’ll learn how to write a product description that sells and ranks well on search engines at the end of this course, as well as get a FREE Product Description Template.
Before you start,
If your website is developed with Shopify, read our Shopify SEO guide before starting your e-commerce keyword research.
We haven’t forgotten about WooCommerce site owners. Here’s a link to our WooCommerce SEO guide. It details the SEO steps we used to get our client’s website to page one of Google.
Remember to acquire a free copy of our e-commerce SEO checklist as well.
What is the definition of a product description?(product features)
A product description is the sales writing that explains a product and persuades a customer to buy it.
A captivating product description provides information such as features, benefits, and technical specs to customers.
What Is the Importance of Product Description?(product features)
The shopper will most likely abandon the product if the product description does not satisfy them due to a lack of information. As a result, supplying relevant information is critical for your products to be placed to the cart.
Writing descriptions for all of your products appears to be time-consuming and labor-intensive. That’s correct. However, if done correctly, the benefits of having exceptional product descriptions significantly outweigh the time and effort required to create them. Product descriptions that are unique and captivating can:
- Boost the conversion rate
- Reduce cart abandonment
- Reduce the return rate
- Reduce customer calls
- Improve your organic search results.
Before you start writing product descriptions, ask yourself these questions.
Let’s get down to business before you start writing your product descriptions. Identifying your target clients and how they may benefit from your product are the foundations of writing an effective product description. The 5Ws and 1H formula is the simplest approach to solve this.
What is the best way to apply this formula? Take, for example, a stylish clothing store.
1. For whom is the product intended?(product features)
Consider a certain demographic that might benefit from or like your product. It could be determined by their gender (men, women), age group (adults, teens), lifestyle choices (exercise lovers, leisure travellers, sports fans), or key life events (e.g. expecting mothers).
2. What features should you add in your product?(product features)
Consider what information a customer should have about your goods before making a purchase. Sizing, materials, care instructions, and specialised functions are all examples of product qualities.
For a better user experience, utilise the appropriate metric system (centimetres vs. inch) depending on where your customers are from. A size conversion chart will also be useful.
3. How would your product be applied?
Consider what events or situations your product would be useful for. Wedding dresses, prom dresses, or job interviews? Maybe a tiny black dress for date night or a party?
4. When should the product be used?
Consider how long the buyer will be able to utilise your product. Is it intended for daily use? Summer? Winter? Christmas?
5. What makes your product better than the competition?
Expand on your what’s and highlight the advantages your product will provide to your buyer. Do you use eco-friendly fibres in your clothing? Is your clothing more cost-effective without losing quality? Consider the advantages that will appeal to your target audience.
A excellent place to start is by using language to showcase the benefits of your product. However, you can utilise visuals and videos to reinforce the beneficial message. Close-up shots of the fabric, for example, can demonstrate the clothing’s quality, as can photos of the outfit in action at a specific event.
6. How does the item function?
You don’t always have to explain how your product works to customers. However, there are numerous situations when you must describe a product. Take, for example, thermal clothing. Customers will want to know more about the technology or how this product keeps them warm.
It’s worth noting that this doesn’t have to be all text. Images can be used to clarify language, and films can be used to demonstrate the technology. An unboxing video is more effective than a large block of text, and it saves time on site.
How to Write Product Descriptions That Sell While Also Being SEO Friendly
Let’s go into the specifics of how to write a compelling product description. What words do you use to describe a product? Is it true that longer descriptions are usually better? What role does product description writing play in SEO? What makes a product description SEO-friendly?
When creating product descriptions that sell, follow these guidelines:
Determine Who You Want to Reach
While simply asking, “Who is the product for?” will definitely give you an idea of your target audience right now. Knowing who you’re talking to is only the beginning. You must go beyond determining whether your audience is male or female, married or unmarried. Consider the following questions:
- What language do your potential consumers use?
- What are the phrases they use to describe or discuss your product?
- Do they like it when you tell them stories?
- Do they have any product-related inquiries that you can answer?
Knowing your target demographic on a deeper level will make writing product descriptions lot easier and more successful.
Source: product rule , product features
