How to write product page descriptions that sell

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Product page descriptions are essential to the online shopping experience, yet most online retailers neglect the power of copywriting and copy the product descriptions supplied by their manufacturer.

If you think about how many competitors use the same product descriptions over and over again, you’re looking at the internet chalk full of duplicate content, which certainly does not help you get noticed or sell products.

By giving some love to the product copy you help inform and motive customers to make a purchase.

I’ve put together a simple guide to help online retailers write effective titles, meta descriptions and product descriptions.

Title tag

The title tag appears usually at the top of the browser and describes the web page. According to Moz it’s the “second most important SEO component on the page”.

The title of your online document will be visible on 3 main areas: web browsers, search engine results page and other websites. Your product titles should be unique and ideally not exceed 70 characters. Use brand names & model numbers in the title.

Meta description

A meta description is a short paragraph that describes the web page in more detail and appears in search engine results page (SERPs).

Each product page meta description must be unique and should be no more than 150 characters (this includes spaces) use Microsoft Word to count the characters. You can use the ampersand symbol “&” as substitute for “and” to cut down the amount of characters. In the meta description ensure you write a compelling message that grabs peoples’ interest, view it as if you are writing copy for an advertisement. Also include brand names, model names and USP or offers.

Product description

Product descriptions are important for both online customers and search engines. The more original the content you write for your product description the more it will benefit your SEO campaign.

  • Only write quality content that helps your customer make purchasing decisions.
  • Don’t copy descriptions from other websites.  Search engines like Google will penalise you for doing this!
  • Always create unique content.
  • Stay away from copying manufacturers descriptions.
  • Keep the language simple, omit any technical jargon and if you need to use a technical term define it.
  • Any words that need a dictionary to understand can possibly have a negative impact on your sales.

How to write compelling Product descriptions

Creating compelling, unique and informative product descriptions can help sell your products.

When you write your product description highlight the benefits of each feature. Factor in the benefit of each of your product features.  How does your product make your customers feel; healthier, more productive or happier? Does your product help solve a problem? Does your product make the customer’s lifestyle easier? It’s more than just merely selling a product; you’re selling an online shopping experience.

Zappos (www.zappos.com) have good examples of compelling copy.

An extract taken from Zappos carry on product description:

“Four-wheel construction allows the bag to be rolled in any direction making transport a whole lot easier.”

“Top, side, and bottom handles offer easy lifting of the case from the trunk of a car or at airport baggage claims.”

Example of UGG boot description:

“Original surf boot boasts genuine twin-faced sheepskin for superior wear”

“Precision craftsmanship aplenty in the reinforced sheepskin for superior wear”

zappos-product description

Touch the shopper’s senses

Buying online is a different experience – online visitors can’t hold or smell your products, so you will need to appeal to your readers’ imagination. Videos and clear images can help, but your descriptions can bridge the gap by fully describing the experience of the product. Select words that appeal to your customers’ senses.

Example of Amazon’s Kindle description:

kindle-product-description

“…designed to read like the printed page with a glare-free display, ultra-light design and weeks long battery life”

“Thin and light. Hold comfortably in one hand for extended periods”

Make your descriptions scannable & visually appealing:

  • Excite your web visitors with headlines
  • Use bullet points for features
  • Incorporate the use of white space
  • Emphasise important points with bolding text
  • Tables – are excellent for displaying technical info
  • Include images
  • Use short paragraphs

How to optimise products pages:

  • Use model numbers in your title tags and H1 headings
  • Use brand names in your title tags and H1 headings
  • Remember to fill out your image alt tag information
  • Don’t keyword stuff the product page with keywords by repeating it in every sentence (keyword stuffing makes your writing unnatural to read and viewed as spam by search engines).

To get more ideas for great product page copywriting visit econsultancy’s article on examples of product page copy.

In summary a good description can improve conversion rates, user experience, persuade customers to buy and build an emotional connection.  Do you have any tips to write good product copy? I’m always keen to hear your experiences and what has worked for you.

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