There are a lot of factors that go into making sales online (a great user experience, fair pricing, enticing images, etc.), but your product description is a major player in this process and shouldn’t be ignored or rushed through.
Yes, the fine art of seducing your buyers is done not only through the images you use, but through your words.
So pour yourself a glass of wine (optional) and let’s talk about how to write damn-good product descriptions that will score you those sales!
Step 1: Determine Your Keywords
You may not realize it, but the words you use in your product headlines and descriptions can mean the difference between coming up in search results and getting buried on page 1,958.
Determining which keywords you should use is easy, so don’t be intimidated by this process. You can use a free keyword tool, like Google’s Keyword Planner, to conduct some basic research.
For example, say you want to write a product description for dog treats.
You’d type ‘dog treats’ into the Keyword Planner, as shown below, to find out how many average monthly searches it gets, but you don’t want to stop there. ‘Dog treats’ itself gets 9,900 searches a month but has high competition for coming up in search results.
But if you add ‘homemade’ to that, you’ve bumped up to 18,100 searches per month with medium competition – things are looking up already!
If you go even more specific, say, by typing in ‘peanut butter dog treats,’ you get 2,400 average monthly searches with medium competition.
Now, what happens if you type in ‘homemade peanut butter dog treats’? You get lower searches, yes, (1,000 average monthly), but that can actually be a good thing because now you’ve also got low competition, making it much more likely that this specific product will be found when people are searching for it.
If you go through this process for each product you have, (I promise, it’s pretty fast), you’ll see improved traffic flow coming into your online store or ecommerce site from the various search engines.
You’ll want to use the main keyword “Homemade Peanut Butter Dog Treats” as your product headline and use it again once in the description. You might use another, say, “gluten-free dog treats,” or something like it in the description as well, but remember that the content must sound natural and flow smoothly.
Warning: If you’re tempted to put your keyword into your product descriptions 10 times because you think it’ll get you the number 1 spot on page 1 of Google, don’t do it. It’ll never happen because this is called ‘keyword stuffing,’ and Google penalizes for that, but it will also turn off anyone who happens to read it, practically guaranteeing you lost sales.
Step 2: Write Down the Specifics
When you’re writing content for each product, think carefully about the specifics that should be included.
Basically, include every important detail a customer would want to know instead of leaving it to chance that they’d actually contact you for more details.
Leaving out that a shirt is made of wool or that a painting was done on metal rather than a linen canvas are details that can cost you a sale — or anger a potential buyer who did not realize these things prior to making a purchase.
Ask yourself these questions when writing your content:
- What exactly is my product? (Refer back to the keywords you researched in step one.)
- What materials is it made of?
- What process was used to make it?
- What colors does it come in?
- How is it used?
- Who is it best for?
- What sizes does it come in?
- What are the dimensions?
- Is it customizable?
- What makes it unique or special?
- How does what I offer stand out from competitors?
- Will I offer a warranty or money-back guarantee?
Step 3: Make It Jazzy
Now that you’ve got your keyword(s) and you know what specifics must be included, it’s time to put them all together into a brief, yet damn-good, product description.
And, no, simply writing “Red T-shirt” or “Toy for dog” does not fall under the category of “damn good.”
Take some time to make your descriptions sound, well, descriptive. After all, you’ve got to first sell that buyer on your product before you’ll actually make the sale.
Including a couple power words can help jazz up your content. For example, a “head-turning black dress” sounds better than simply saying, “black dress.”
Here is a small list of power words to get you started:
Step 4: Proof and Test
Always run your product descriptions through a spell-check program before setting them live. Typos can make your business seem less credible and less professional, which can cost sales. Never give a prospective customer a reason to take their business elsewhere.
If you have someone who would read your descriptions for you, (someone impartial would be best), have them go through them carefully and rate them. Was any information missing? Did they find any typos? How persuasive was the content? Was it too long/too short/too boring?
Having this insight can mean the difference between a customer hitting ‘add to cart,’ or navigating away into the vast black hole of the internet, never to be seen again.
But, don’t worry too much, if you follow the four steps above, you’ll be on your way to writing damn-good product descriptions in no time at all!