Aimee Laurence, a marketer with Write My Essay and Essay Service, shares her thoughts and insights on content marketing and digital marketing. She helps businesses optimize their sites and mentors many small business owners. She is also a freelance editor for Essayroo.
Nowadays, a lot of online shopping decisions rely on specific and detailed product descriptions of the items that you’re interested in purchasing. While it is certainly important to present a product with an appealing image, at least 87% of online customers place the most value on the product description when deciding which product to purchase.
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With most shoppers performing an online search before finally making their purchase online, this means it’s incredibly important to write great product descriptions for your business.
Product descriptions should be clearly-worded, accurately detailed and not leave any doubt in the shopper’s mind. SEO keywords in the product descriptions are also very important for increasing your business awareness and bring in more sales for your eCommerce site.
The Importance of Product Descriptions
Product descriptions are a great way for your business to be creative, especially as a trial on occasion. Instead of simply repeating manufacturer’s instructions that can be quite tedious and unengaging, write your own product descriptions that are engaging.
Repeating product specifications from the manufacturer’s catalog will only negatively impact your business instead of saving you time, and you’ll be starting off on the wrong foot.
For starters, search engines do not look kindly on duplicate content because they don’t know which to rank higher, so instead, they do not rank either. This means you’re affecting your visibility and setting your whole marketing strategy back. According to Frank Beeley, a team leader at Article Critique Writing Service and Elite Assignment Help, “another problem with these descriptions is that they’re often very technical and won’t mean anything to a client. A client wants to know the perks of a product, what it will do to solve a need that they have.”
Include your product descriptions in your marketing strategy and see it as a part of your conversion strategy to be able to grow your business from the start.
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Write Alluring Descriptions
Regardless of what you’re selling, think about the aspects of your product that will cause more customers to go to your website and buy your product. It’s not enough to get great images, you also need to write engaging and appealing content to go with those images.
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Since we know now that a huge majority of customers carefully read product descriptions before deciding to buy an item, you should think carefully about how to market your product to those people and prompt them to establish their purchase.
Write product descriptions that will make the customer want to purchase your item on the spot.
Build Your Brand
Especially for smaller businesses that are just getting started, your product descriptions can really build your brand. You can use them to outline your brand awareness.
Don’t put too many specifications that don’t mean anything to your clients; instead, mix some technical terms with good catchphrases and keywords.
Focus on the benefits that your customers will get from your products, and how it will improve their lives. This is a good steppingstone for your brand to eventually be seen as a leader in the field.
Build SEO
Writing product descriptions means that you can use whatever language you want and choose the best keywords for you. Making your website rank higher in search engines means that you need to use keywords that matter for your domain.
Using beguiling descriptions by means of urgency-building, social proof and instant accessibility, when formulated correctly, can help boost and direct search engine traffic of your website and ultimately, your likelihood of driving up business deals.
You should have a full SEO strategy for your site and products to ultimately enhance traffic to your business. Online marketers know product descriptions are crucial for a business, so a good idea is to look at your competitors and the big names in your industry to see what they’re doing and what you can learn from them.
SEO can seem quite difficult to approach and implement but there are practical ways to use it to your advantage. You can use high-volume keywords by devising and identifying the most searched ones in relation to your brand and add them in your descriptions.
The use of titles and meta-descriptions is crucial and can instantly affect the number of clicks you get on your business profile. Presenting star ratings and prices of goods can lure customers to your website as the collected information found is concise, relevant and to the point.
Finally, the use of sensory words can prove beneficial.
Be Persuasive
Most companies will use statements that want to persuade their customers that their product is ‘the best’ or has ‘perfect attributes’ or are ‘preferred by all’. In order to combat this, it would be useful to be specific and prove the value of your product.
Highlight the benefits, the practicality and the relevant Unique Selling Propositions, aka USPs, that will resonate and boost their customer experience, should they choose your brand.
But be aware to provide substantial evidence to your claims so as to not fall into the cliché descriptions that are so often used by other companies of similar content.
As per Rebecca Torbin, a content manager at Boom Essays and Ox Essays, “unfortunately, small businesses can fail to make it higher in the rankings simply because they have less content on their pages. To get around this problem, use keywords that are popular and in-demand in all of your product descriptions.”
Write Your Product Descriptions With Your Customers in Mind
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The last thing you want is to lose an interested customer simply because they don’t understand something on your product page or you’re missing key information. For this reason, it’s important to acknowledge your customer target market.
Characteristics such as their demographics (age, profession, location, income, etc), their language preferences, the social references they answer to, their hobbies and values play a pivotal role in allowing you to find common ground and identify their needs, empathize and reach them in a more direct way.
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Cookie settings are also an excellent way of targeting a specific audience with certain characteristics you are seeking to sell for. They allow you to target potential first-time buyers and, as mentioned above, personalize your message.
The more tailored the marketing strategy, the more likely they will become customers or even subscribe to any future email features that alert them of what your website and products have to offer.
OmniChannel
Another well-known strategy used in business marketing is the existence of omnichannel based company stores. The presence of a Facebook, Instagram or other social media networking platform not only gives them the opportunity to optimize their accessibility to your brand but for you to keep track of and drive promotion of your customer base across these platforms.
Be User-Friendly
Last but certainly not least – user-friendly experience. This is ultimately what drives customers to even get to your product descriptions in the first place. Most people are smartphone users and it is, therefore, more likely that they will shop from your platform if they are able to easily navigate it.
Give Your Online Business a Boost
If consumers are not persuaded or do not find what they are looking for with regards to product descriptions, they will be cautious about buying from your business platform in the future. This is why it is absolutely key to ensure a stellar customer experience from the start of search all the way until the end.
From building your customer base to getting more sales, writing successful product descriptions is easier than it looks and can go a long way for your e-commerce business.
