Writing product descriptions is an art that links in to any online store’s search engine optimisation.
Shops need customers and customers need to know about the goods and services a web site offers so they can make a relevant buying decision.
Teasing a lot of detail in to a tight space is a tough task for writers – especially if the site has hundreds or even thousands of similar products.
With that in mind, here are some tips for writing winning product descriptions –
- Write for your customers – Marketing personas help here. You need to empathise with your reader, and to do that, you need to know who your customers are – male, female, young or old? If you are in a niche market, you may have slang or technical terms specific customers use and recognise.
- Consider lay out – When writing product descriptions remember the style sheet may cut short sentences, while short descriptions will leave white space. You need to write to a consistent length to help page design
- Keywords – Your customers will have specific keywords in mind when they search your store and need to see product descriptions that reflect those keywords straight away. Don’t shoehorn them in, write in a natural style
- Keep your brand in mind – Your writing voice and tone should reflect the brand. Think about insurance – Saga and Sheila’s Wheels have completely different profiles
- Benefits trump features – The product description should convey the advantages of using it rather than how it works. Who cares about the technology, it’s what the technology provides for the customer that is important.
- Short and to the point – Product descriptions are bullet points not articles, so learn the difference. You can always provide anchor evergreen content as a related article to expand the information
Writing product descriptions is an art that involves a lot more than just jotting down a few words – those few words really have to work hard to sell and improve search engine optimisation.