Is your online business slower than usual? Have there been fewer conversions as of late? Guess it’s time to revamp your online business using a compelling product description! Yes – that’s all you need!
A product description is what makes or breaks a buyer’s resolve to purchase your product. It simply uses the art of language to inform potential buyers about the product— what it does, how to use it, why it’s unique.
Besides basic information, it’s a reflection of the brand and their efforts in creating the best products for their customers. A great product description is also very telling of how a brand chooses to market itself, the narrative it wants to tell with its products, and its story.
Because product descriptions are usually the first things that make an impression on a buyer, businesses heavily invest in them. Many people hire product description writers who are pros at using different writing styles and tones to create engaging material. Brands also focus on creating descriptions that are captivating, creative and make the product look unique.
Businesses also focus on how the product description is structured and whether it involves the use of colloquial slangs or not. In other words, tons of effort goes into curating product descriptions that compel customers to perform the desired action – i.e., avail the product or service! And this process involves the use of SEO components to make the product available on various SERPs.
Here are some of the top insider tips on writing a compelling SEO-friendly product description!
Insider Tip #1: Focus On Your Prospective Customer’s Needs
By focusing on the customer, businesses are able to properly market their products. It’s important to research the demographic you’re aiming to sell your products to. Look at the language they use, their needs and what they search for on search engines.
It’s also important to understand that your customer demographics will differ in content preferences; for example, if you market a brand new and organic Shea butter to adolescents, Example A works better because it empowers them with information and details. It tells them a story about skin biology and the organic fields in Africa.
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Example A: Did you know your skin loses moisture in winter? Did you know your collagen and elastin production slows down? Wave goodbye to tight, flaky and dry skin this season with our organic Shea butter! Sourced from African fields and combined with vitamin E and lavender oils, it’s everything your skin needs this winter!
Example B: Are dry skin and flaky skin your winter peeves? Try out our organic Shea butter, which is infused with nourishing Vitamin E and soothing lavender oils to give your skin some extra TLC this cold season! You’re going to love this decadent butter!
You can clearly see the difference – Example B isn’t as compelling or convincing as the former example!
Insider Tip #2: Focus On Keywords
One of SEO’s biggest and most important component is keywords. Whether short-tailed or long-tailed, incorporating keywords with high rankings in your product descriptions is a great way to boost your business’s visibility and rank higher on SERPs.
Search engines produce results based on keywords and their ranking. According to research, long tailed keywords are rank better because when a user enters their query in search engines, it’s usually three or more words long.
Insider Tip #3: Keep the Product Descriptions Concise
No one likes lengthy product descriptions, and SEO is very big on readability. A readable product description is easily scannable, utilizes different types of fonts and headlines in order to make it easy for the potential buyer to see what the product is all about.
A concise product description should contain language that is compelling and powerful, too. This also aids readability. It should also be structured and laid out in a manner that makes it visually pleasing and easy to read. When information is divided into subheadings and chunks, the human brain is able to process it quicker!
Insider Tip #4: Add a Call-To-Action
Call-to-actions (CTAs) are super important in SEO. They incorporate easy keywords and also contain links to your business and online stores. The best part is that search engines also index CTAs so that your content appears in many searches, especially those pertaining to your business niche.
CTAs are also important SEO components. Adding them to your product descriptions results in quicker conversions because customers don’t have to navigate your webpage to look for a shoppable link. Customers like a breezy experience so add CTAs to your product descriptions to improve user experience.
Insider Tip #5: Prioritize Your Product’s Selling Features
You may feel very strongly about your product and its story and while customers like to feel empowered with informative information, when it comes to shopping, it’s a whole new game. Because SEO focuses on driving traffic towards your page and increasing your brand’s visibility, prioritize your product’s best selling features, uniqueness and benefits.
A concise description is taxed for words, so use language to quickly show off your product’s most highlighted features. It also increases readability and is more convincing for the reader. If you do want to tell your product’s story, there are other ways to do so like blogging or making videos, which can be placed after the concise product description.
Insider Tip #6: Hire Professional Writers
For some firms, the in-house content team may be unable to curate SEO-friendly content – which is why it’s a great idea to hire product description writers or outsource your description needs to a product description writing service.
Professional writers are highly adept at curating stunning descriptions. You’ll attract more organic traffic your way and the descriptions will be more compelling. In fact, professional writers have the skills to curate beautiful, compelling and bankable descriptions that incorporate SEO, allowing you to generate more revenue and gain more visibility in the market!
SEO isn’t a tough game, but it does require some technical tweaking here and there. The best product descriptions aren’t those that are just beautifully crafted; they answer the questions a buyer may have and also turn up in a broad range of SERPs.
And lastly, a great product description is also aesthetically pleasing and has marketing value, so invest in high quality media that complements those stellar product descriptions. It’s time to revamp those product descriptions to revive your online business!