If you want your eCommerce site’s product pages to rank, make sure your product description contains everything web crawlers need to index your page.(product features)
However, if the product description does not assist purchasers in making purchasing selections, it isn’t accomplishing its function.
These methods can help you check both boxes when creating a product description. Soon, you’ll be creating high-impact, SEO-friendly product descriptions that rank well in search and drive traffic to your website.
We’ll walk you through seven ways to make your product description stand out from the crowd in this article:
- Write from the standpoint of the buyer.
- Speak in the language of your customer.
- Concentrate on the requirements of your target audience.
- Search engine optimization
- When selecting keywords, consider the user’s intent.
- Accept your brand’s personality.
- Don’t overlook readability.
A product description page offers all of the information about a product that a customer would want to know. Size and colour, for example, as well as cost and production location.
1. When writing, think about your buyer personas.(product features)
To begin, customer personas may be used to guide every aspect of your eCommerce marketing approach, including how you create product descriptions.
A buyer persona is basically a profile of your ideal customer based on data from your current customers. The following should be included:
Demographic information about your ideal customer.
Motivating factors that impact your buyer’s decision to look for products and buy them.
Before and after customers purchase your stuff, their emotional state changes.
They may have objections or misunderstandings about your product or brand in general.
The marketing messages and sales tactics that resonate with and don’t resonate with your target audience.
Once you know what makes your potential consumer tick, you can carefully craft a product description that will resonate with them.
Assume you’re in the business of selling small business owners planners. You can tell they’re worried, chaotic, and frustrated when they can’t keep track of their weekly tasks at a glance.
By tapping into their objectives and desired emotional shift, you can highlight how your planners will assist them in achieving the calm, confident, and ordered state they require to be successful.
2. Communicate with your client in his or her native tongue.(product features)
You’ll be able to identify which marketing messages work and which don’t with buyer personas. But let’s take a closer look at this concept and talk about the language you’ll need to construct these messages.
Use the same terms and phrases that your customers use while discussing your products when writing a product description. You’ll be vulnerable to the following hazards if you don’t:
To shoppers looking for certain trends, your brand appears irrelevant and uncool.
Relevant products aren’t found when site users employ their chosen search criteria.
You’re missing out on a lot of sales opportunities because you’re using the wrong vocabulary.
To put it another way, if your target market wants “to-may-toes,” but you sell them as “to-mah-toes,” you’ll never acquire their business.
A “sundress,” for example, can be referred to as a “casual summer dress” by one shopper. Generational and regional lingo may influence how you describe your products and services.
3. Pay attention to the needs of your target audience.(product features)
Isn’t it true that a product description should use the most technical language available to explain a product? Wrong!
Unless your potential buyers are actively comparing product specifications, a long list of the item’s physical attributes and factual details will not attract their attention.
Instead of focusing on product features, write about the advantages your product offers. This can be accomplished by matching distinguishing features to consumer needs. Even if your product isn’t especially functional or fits a specific need, it will almost certainly meet the wants of a consumer.
For example, if you’re selling a Halloween-themed fall wreath, the proportions of the plastic leaves and pumpkins aren’t going to inspire your customer. They’ll be eager to buy after reading about how the design may welcome visitors and promote the warmth and bounty of the season into their house, which is precisely what they want to achieve in the first place.
4. Optimize your website for search engines.(product features)
If you want your products to rank well in search, you must include the right keywords in your product descriptions.
A keyword research tool will help you uncover target keywords with the correct search volume and keyword difficulty for your eCommerce site.
With a little extra investigation, you can identify related terms and long-tail keywords. These examples show what information to include in your description in order to make it as clear and comprehensive as feasible. They also make sure that your SEO-friendly description is visible to anyone looking for your unique service.
A broad keyword, such as “bug repellant,” will be considerably more competitive. Leading brands will dominate the first page. However, something more specific, such as “natural bug repellent for kids,” will help you rank higher by targeting the right buyers.
5. When choosing keywords, think about the user’s intent.(product features)
Make sure you’re focusing on keywords that reflect the correct user intent when it comes to keywords. There are several types of user intent to consider when choosing keywords for online product descriptions, but the following are the most important:
Keywords such as “how to make zucchini noodles” and “what are zoodles” suggest that the person is looking for information.
Commercial intent: Keywords such as “top zoodle maker” or “spiralizer for zucchini” suggest that someone is looking for something to buy.
Keywords such as “spiralizer coupon” or “best price for zoodle maker” suggest that a person is looking to purchase something.
Keywords like “Padermo zucchini noodle maker” show that consumers already know what they’re looking for.
Keywords having informational intent have a low conversion rate. Consumers that seek for these phrases are looking for information rather than products.
Instead, concentrate on terms with commercial, transactional, and navigational intent, which have a far higher conversion rate.
Despite the fact that informational intent keywords have a higher search volume, you should not use them in your product description. These customers aren’t quite ready to buy yet. If you want to attract them, try a different type of content creation and write a blog post that answers their concern while also increasing brand awareness.