– JULY 31, 2020
How does a customer land on your site? Chances are they come through an online advertising channel or social media platform like Facebook, Instagram or Google search network. Now that a potential customer has landed on your site due to those great ads you have been running, it’s time to convince them to buy your products. This can be done with several things like good web design, enticing photos, and the best product description you can write for each item.
Product descriptions are essential for ecommerce brands and can actually help you increase sales! If you sell any type of product you need to make sure your descriptions are enticing, informative, and optimized. Ready to learn how to write the best product description for your brand?
What is a product description?
A product description is simply a description of the product or products that are in your online store. They can be witty and funny or serious and to the point. They can even tell a story to make them more relatable. You can use size guides and other helpful tools to make your descriptions as helpful as possible to your customers. The best product description will not only convince customers that they want your product but that they need it and can’t live without it! A product description is your chance to tell people why your company is the best and why they should purchase your product.
Why is having the best product description important?
Product descriptions enhance the customer experience by making your site look professional and helping you sell your product. When a potential customer lands on your site and is browsing through your products they may have a few questions. If you are a clothing brand, they may want to know the fit of a specific shirt. Without a product description that customer is likely to move on causing you to lose a sale.
The best product descriptions build trust with users and make your company look polished and legitimate. Without them, your site could risk looking unfinished and scammy. By writing the best product description for each of the items on your website, your products will sell and upsell themselves and your customers will be able to shop with ease. Product descriptions can also help you stand out from competitors by telling customers what your product has that others don’t! If your product solves a problem for people that no other product can, you are likely to succeed but only if you have the best product description.
Tips for writing the best product description
Even though most product descriptions are no more than a paragraph, there are a handful of guidelines you will want to follow in order to create the best product description possible.
Do not have the same description for your products. The best product description is unique and different from all of the other products you are selling. Google especially does not like duplicate content when it comes to ranking in search.
Since you want to please both Google and your customers – which audience do you write your descriptions for? Remember, the customer is always right so you should be writing product descriptions that make sense to them first and then strategically adding in your keywords where they make sense to Google.
Make sure you do not have any spelling or grammar errors. Imagine reading a product description with misspelled words. That’s not very professional is it? Since each of your descriptions will need to be different, double and even triple check for spelling and grammar. This can make a huge difference when a customer is debating whether or not to make a purchase from your website.
Write your product descriptions with your target audience in mind. Are your customers older or younger? Would they appreciate witty descriptions or should you stick to generic ones? How do you want your brand to be portrayed? Use words that your audience can relate to. You wouldn’t want to use the word “Lit” to describe your product to an older audience. Figure out what tone you want to use before you start writing product descriptions. Then make sure it is consistent on every product page.
Don’t just talk about your business in the product description. Tell customers how your product will be the solution to their problems. Set the scene and let customers use their imaginations to envision their lives with your product. For instance if you were selling furniture you would want to get your customers to imagine their next dinner party with this fabulous new furniture that is sure to impress their guests. Creating this visual experience will entice customers to buy your products!
Include an image or multiple images. If you are a clothing company your customers will want to see the product on models from different angles so they can envision it on themselves. If you do not sell clothing, consider having a photo or video of your product in action so that customers can see how it works. Many companies now include short clips or videos on their product pages so that customers can get the full experience.
Fully explain the product. Include a size guide or dimensions, what the product is made out of, or even care instructions if necessary. If your customers are still left with lots of questions after reading your description, you have some work to do.
Write clear copy. Don’t fill your product descriptions with unnecessary words but like we said before, make sure you fully explain your products. Sometimes a user will only scan your description so it may be helpful to list key features in a bulleted format above or below your longer description. Having more words on every product page is great for SEO but if you don’t have anything more to explain, don’t add extra fluff to your page. Don’t use phrases like “good quality” or “great design.” These phrases are generic. Be creative and stand out from the competition!
Highlight multi-use products. For example if you are selling a pair of shoes. Think – where can they be worn? Will your customers need to buy additional pairs of shoes or can these be worn for every occasion? Can you dress them up or down? If you can make your customer see that the possibilities of your products are endless, this will encourage them make a purchase.
You can also make it sound like people are saving money when they buy your products. In your descriptions you can tell people that this is the best deal they will find or use other such phrases. You want your product or products to be desirable and everyone loves a good deal.
Make items sound exclusive. Use phrases like “get them now before they’re gone!” if you have a product that is going to sell out quickly. If people think that there are only a few of a certain product they are more likely to buy because they feel like they are part of an exclusive club. Cotton:On is a brand out of Australia who often uses terms like “must-have” or “any occasion” to make their product descriptions intriguing. Check out their product details for their Art Snapback hat.
It’s a simple description but it’s a must-have and customers can wear it for any occasion allowing Cotton:On to claim multi-use and exclusivity all in one product description.
You can even take it a step further and include customer reviews. Over 60% of customers are more likely to make a purchase when a site shows user reviews. Not only does the company Lush have the best product descriptions, they also include customer reviews so that shoppers can compare and show you the most liked positive and negative reviews.
Here is the product description that goes with these reviews. It is fun and upbeat just like their brand and even includes a short “how to use” section. As you can see, they don’t just list what is in their product but they tell you that it will wake you up, energize you and kick-start your senses! They focus on making the customer feel like they absolutely need this product.
In addition to writing good copy for your descriptions you will need to include keywords. This way when Google crawls your pages, they will rank you for your target keywords. But how do you find the appropriate keywords?
Tips for keyword research
When you build your website you will want to also build a keyword strategy. If you have multiple products each page needs to be optimized with your target keywords. Before you start researching keywords you first need to know what your customer is looking for. What are they going to type into that search bar? Once you have finished your customer research you’re ready to find some keywords.
Find words that align with your products but that aren’t too broad. The word “red shoes” gets searched 40,500 times a month. You will need to be more specific if you want your product to appear in search results. What type of shoe are you selling? Are there any special features that customers are searching for?
If you need help formulating keywords, use your websites on-site search function to see what customers are searching for. Just make sure your site search tracking is turned on in Google Analytics.
Check to see that your keywords make sense for every product. If they don’t it’s back to the drawing board! If a customer lands on one of your product pages for a word that they typed in to Google and the product is no where near what they are looking for, this is a huge problem. If they immediately click the back button, Google sees this as a bounce. The more bounces you have, the worse your rankings could potentially be. So check your bounce rates in Google Analytics and double check that your keywords align with your products.
Don’t feel limited. You can have as many keywords as you want! You may want to have a different keyword for every product on your site or a handful of keywords that are interchangeable for your products. However, it is wise to start small and gradually build up your keywords over time.
Keyword research takes time and if you are running a business you probably don’t have a lot of extra time on your hands. Let an ecommerce SEO professional handle the keyword research for you!
How do product descriptions help with PPC?
When running ads on Google you will be using your target keywords that you have chosen for your products and brand. Product ads on Google are called Google Shopping Ads. They are the ads you see at the top of search results when you are looking for a product to purchase. You can pay to have your company’s products show up here.
The best part is, you only pay when someone clicks. It doesn’t cost anything to create the ad. Generally when someone clicks, you want to them to convert and make a purchase. This is why having the best product description out of all your competitors is so important. You are paying for the click, so you should do everything you can to get the sale.
The keywords in your product description with help out your customers who are searching as well. If your product description is optimized and includes your target keywords as well, then Google will recognize this and deem your product page relevant. The more relevant you are the higher you’ll rank on Google, and the more clicks you will receive.
If your product descriptions are relevant you can expect to receive higher click through rates. When your product descriptions are in line with the ads you are running, customers are likely to find exactly what they are searching for causing them to commit to making a purchase.
How do product descriptions influence SEO?
SEO or search engine optimization is important so that you can show up when people search for a product on Google. If your product pages and descriptions are optimized this can positively impact your SEO.
You need to include relevant keywords in your product descriptions, but don’t stuff them into your copy where they don’t make sense. Google will penalize you for adding in a bunch of irrelevant keywords which could mean dropping your site in search rankings.
We helped this client that sells personalized handkerchief by utilizing relevant, high-targeted keywords. They ranked first on Google using our SEO services.
Google also looks at how much copy is on a page as a ranking factor. If each page includes images of one product, this is not helpful for your SEO. Writing descriptive copy for each product will allow Google to learn what your product is all about.
In your product description you will want to include images. Make sure that all of your images have alt tags that include your keyword. This is also a factor when it comes to rankings.
Just like on regular pages, you can include internal links in your product descriptions. These links help to build page hierarchy and make it easy for customers to navigate. It also helps with upselling your products to increase order value. Internal links might even help answer questions that customers have.
Dwell time, or how long a user stays on a web page is also important to SEO. If users are spending a lot of time on your pages, this is telling Google your pages are important and relevant. Which Google then ranks your website and products above your competitors.
The best product descriptions we’ve seen
Now that you know how to write the best product description let’s look at some brands who have gone above and beyond!
ASOS is an online fashion company who targets the younger population. Their products are equipped with witty descriptions but also helpful sizing and care tips. They even tell you the height of the model so you can compare your own body type.
With so many products it may seem difficult to come up with inventive descriptions for every single product. If you run out of ideas just remember to avoid repeating content.
Old Spice keeps it fresh with witty copy that matches their brand. They include a bulleted list with funny enticing snippets like “Step out of the shower feeling fresher and manlier than ever.”
Below their main description they have a their product description that once again is in line with their brand. It explains the product but also gets the customer excited about the product. This is the best product description because they incorporate humor and make you feel like you can do anything, even teach dolphins to speak.
They also include ratings and reviews with clever ratings for “Awesomeablitiness” “Performancemanship” and “Smellgoodedness”. These terms may be made up, but this is what their brand is all about.
Adidas uses highlights and product descriptions to tell customers about their product. There are a series of high quality photos that show the shoes from every angle complete with key product features. These are easy for customers to skim over and get the big picture.
They also have a product description that goes further into detail about all of the features and what they can do. This description tells customers that they will have ultimate control of the ball with these shoes. Imagine this product without a description. Would you consider buying it? Probably not since you would have no idea what this shoe can help you accomplish when you are wearing it. This is why product descriptions are so important!
Method is a company that makes cleaning products and writes the best product descriptions! Each product has a fun catchy description that is short but also gets their point across. Not only will your hands be clean after using this soap but they will also be soft and it’s biodegradable and naturally derived. Figure out what your product does that is different than other products out there, and use that to market it in your product description.
They also do a great job of appealing to people’s imaginations. In this description people can almost smell the product even though they are shopping online.
Home Depot has created the best product description for scannability. With a bulleted list they are able to quickly convey what this mower can do. They also offer several photos and videos of their product in action.
However, if the customer is looking for more information they provide that as well in a more detailed form. They also include a comparison chart, a Q&A section, customer reviews and accessories that are often bought together with this mower. This product description does go above and beyond but when customers are making a purchase, especially an expensive one, they want to know every detail about the product. A customer needs to be able to fully research your product without ever leaving your website.
The Belgian chocolate brand, Godiva tells users that they are the best of the best. These truffles are “the very best gift you can give” which really says it all. Not only are their product descriptions sensory, they also include internal links to their other pages. Curious what the new flavor Aztec Spice is? Click the link and you are directed to another page explaining the flavor profile.
Pottery barn does a great job of appealing to emotions. Their descriptions help customers imagine how the products will look in their homes and tell them how much comfort they will bring. This particular product states that it is “an especially welcoming spot to lounge.” Since this is a costly item, they set high expectations in their description, letting the customer know that they are purchasing a quality product that will elevate their home.
Patagonia knows their audience. They touch on the fact that their jacket is recycled. And since it is made from goose down, they say that the birds used were treated humanely because they know that their customers want to hear this.
They stick with the hard facts about their product because they know that if a customer is looking to purchase this jacket that they are serious about keeping warm and making sure their jacket will hold up on their travels.
The ultimate goal of product descriptions is to entice potential customers to make a purchase on your site. Without them customers would be left with questions about your products and probably highly unmotivated to spend their money. Writing the best product description for your brand’s items can be a challenging process. Make sure you spend some time researching your audience as well as crafting and optimizing your copy. Follow these tips and guidelines and you’ll be on your way to the best product description possible!