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Product descriptions are a crucial part of any ecommerce website. Not only do they provide customers with important information about a product, but optimised descriptions can also help improve your site's SEO and drive more traffic and sales. Follow these tips to write compelling product descriptions that rank highly and convert browsers into buyers.
Research Keywords
The first step is to brainstorm relevant keywords and phrases that potential customers may use when searching for your product online. Think about the features, benefits, uses, industry terminology, and variations on the product name. Use Google's Keyword Planner and other tools to identify high-volume, low-competition terms that describe your product. These should be incorporated naturally into your description.
Highlight Benefits
Don't just describe what the product is – explain what it does for the customer. Focus on the key benefits, problems it solves, and needs it fulfils. This helps visitors immediately grasp the value of your product. Use power words like "durable", "easy", "convenient" and "risk-free" to emphasise the advantages.
Include Features
Along with the benefits, cover the product's main features and specifications. Dimensions, materials, colour options, configurations, and other technical details should be listed to give customers all the facts. Use bullet points to break up long lists of features for easy scanning.
Use Optimised Title Tags
The product title tag is displayed in search engine results, so it must include target keywords while being compelling enough to generate clicks. Keep titles concise and include only the most essential information – the brand name, product name, key descriptors, and possibly a major benefit.
Write Conversational Content
Avoid overly sales-y, overly technical, or keyword-stuffed descriptions. The copy should read naturally while incorporating SEO terms. Address the reader directly using "you" and "your" to craft a helpful, engaging description.
Include High-Quality Images
Pictures help bring your product to life so visitors can see it in use or view important details. Optimise images file names and alt text with keywords. Provide enlarged high-resolution photos for zooming in on details.
Formatting for Scannability
Employ formatting like bullet points, short sentences/paragraphs, and strong headers to make your descriptions easy to scan. Breaking up solid blocks of texts helps draw attention to key points. Use emphasis like bold or italics sparingly to highlight only your most vital USPs.
Update Frequently
Search engines favour frequently updated content. Refresh your descriptions regularly with new details, images, and optimised text to maintain your rankings. This also gives customers more reason to revisit your product pages.
Check Readability
Aim for descriptions that are easy to understand for the average reader. Use free online tools like the Readable.io app to assess the readability level. Aim for a Flesch Reading Ease score of 60-70 (higher is easier to read).
Following these tips will help you create SEO-friendly product descriptions that drive more qualified traffic to your ecommerce product pages and boost conversions. Just remember to focus on providing genuine value to the reader above all else. Well-written content that addresses buyer needs and questions will naturally rank well and sell.
