How to write product descriptions which increase traffic and drive conversions while maximising your positive impact on the planet.
A well-written product description has the power to move your customers through your sales funnel. By optimising your product description for your target audience, getting creative and clearly communicating your product benefits, your store will become far more likely to convert the casual consumer.
Oftentimes, ecommerce business owners make the mistake of only including information which describes the item. This results in lower conversions as people are unable to understand the unique value proposition of a product or how it offers a solution to their problem. The goal of the product description should be to provide the customer with information which compels them to want to buy your product right away.
When it comes to increasing your organic ecommerce traffic, optimising your product descriptions for search engines is essential. If you want to be at the top of search result pages, your product description should include relevant keywords and inform potential customers how your product can solve their problem. A good SEO strategy doesn’t mean just stuffing your product pages full of keywords. A strategic approach should be taken, making sure to continue speaking directly to your potential customer while also ticking all the SEO boxes.
So, how do you write a product description effectively? We’re here to cover the basics of optimising your product description to get the most out of this valuable space.
Write for your audience
We’ve said it before and we’ll say it again - buyer personas are the cornerstone of your marketing efforts and your ecommerce business in general. Use your buyer personas to inform how you write and construct your product description. Utilising the limited space you have, you need to answer the possible questions a customer may ask, such as:
What problem does your product solve?
What do I gain from using your product?
What separates your products from others on the market?
By getting inside the minds of your ideal customer and understanding what motivates them, you can strategically write a product description that will resonate and speak directly to them.
Utilise product keywords
Keywords are words or phrases that help search engines identify the topics that your content or web page covers. Finding the right keywords and using them strategically is vital to SEO and discoverability.
Keyword tools (such as Ahrefs or SEMrush) can help you research topics and identity keywords which make sense for your business. It’s important to take into account the search volume, difficulty and user intent for your keywords. User intent describes the main goal a user has when typing a query into a search engine. Do they want to find information or make a purchase? For most ecommerce businesses, it’s the latter.
Once you have your keywords, place them strategically on your product description. We recommend using them:
In the page’s URL,
In the product description title
Once or twice in the body copy
In the alt image tag on the page
And remember - don’t go overboard! Search engines recognise keyword stuffing and will penalise for it. Always remember to be helpful and honest in your product descriptions.
Use clear language
Your product description should be easy to read and scannable. A few sentences describing product features, along with list-style bullet points which clearly communicate the benefits will allow customers to understand your product quickly.
That said, product descriptions are also an opportunity to let your brand come to life and connect with your customers. Use language and a tone that you know will resonate with your buyer personas, without overcomplicating the overall description.
Transparent communications
Is there a sustainability component to your ecommerce business? (There should be!) Consumers are increasingly demanding eco-friendly products and sustainable business practises. As a result, having sustainability and transparency credentials can help you stand out from the competition.
Do you offer carbon-neutral shipping? Is your product made from recycled materials? Perhaps it’s made locally? Make sure these features are mentioned clearly in your product description.
Perhaps you’re not there yet with sustainability. But your product description should still convey your value proposition effectively, helping users understand your brand values and forming a brand connection.
How does optimising your product descriptions contribute to your sustainability efforts?
The more detailed and transparent your product description is, the more likely your product will accurately suit your customers needs. Customers will feel empowered by more informed purchasing decisions, and there will be a much lower chance of customer returns. In turn, this reduces carbon emissions and means less impact on the planet overall.
Conclusion
Product descriptions should not be overlooked as a key marketing tool. Small optimisations go a long way in terms of boosting traffic to your ecommerce site and ultimately increasing sales. They can tell stories, answer questions, and speak to your target audience in a way that builds relationships. As more people find your site, higher conversions will signal to Google that you are a high quality website relevant to user searches, helping you rank even higher.
Don’t be afraid to A/B test your product description until you find what resonates most with your audience. Bear in mind, though, that optimising for search engines is a long-term strategy and the benefits of SEO accumulate over time.
Interested in learning more about how to optimise your product descriptions and want to find new ways to reduce your carbon footprint?
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