Online retail has taken off in recent years, and continues to grow at a rapid rate. Both established and budding retailers are channelling their efforts into creating user-friendly e-commerce websites that capture their audience and encourage sales.
However, one of the major challenges presented by e-commerce is giving customers a clear outline of products, providing the information they need to make a decision in an engaging and persuasive manner.
Whether you’re a small startup or a well-known brand, product descriptions are a crucial component of any e-commerce site. We’ve got a few expert tips to ensure that your content delivers results.
Create Original Content
With countless other priorities to manage, it can be tempting to either copy and paste the manufacturer’s description, or to leave the description blank. However, it’s crucial to dedicate the time (or enlist external support) to write original product descriptions for your website.
Thin or duplicated content can have a negative impact on your search engine ranking. On the other hand, original copy can do wonders for your SEO strategy, driving relevant leads to your site.
What’s more, a well-written description will give customers the information they need to make a purchasing decision – with appropriate calls to action, it can sway them to ‘buy it now’.
Emphasise the Benefits
Information such as size, colour, functionality or design may be important, but readers will soon switch off when presented with a bland list of specifications. To transform those key facts into killer USPs, read between the lines and identify the benefits they can bring to your customers. Benefit-led content connects with the reader, and offers clear solutions to their needs and problems.
Consider Your Keywords
Product descriptions offer a fantastic opportunity to improve your ranking for specific keywords. These can be threaded into the text, added into page tags, and included in any headers and subheaders. Just make sure that you are including relevant keywords naturally, rather than awkwardly stuffing ill-suited terms and phrases into the text.
Make it Accessible
In 2015, almost 30% of online sales in the UK are expected to be made from mobile devices. Therefore, while product descriptions are still important, it’s crucial to make your content (and web design) easily digestible for smaller screens. When establishing a format for your product descriptions, think about how you can break the content down into accessible chunks.
An opening short description, for example, could provide a concise overview of the product. If the reader wants to find out more, they could then proceed to the main description and specifications.
Every e-commerce website should have original descriptions to bring their products to life. By following these basic rules, you can ensure that you get a great return on investment from your content, to convert leads into paying customers. Combined with a responsive, user-friendly website design, you can capitalise on the growing etail market, to watch your sales soar.
Haven’t got the time or inspiration to write your product descriptions? Our copywriters can find a format that works for you, and take the burden off your shoulders!