6 Elements Of A Powerful SEO Product Description
A product description is a crucial part of any eCommerce business. It can help you overcome your customers’ doubts about spending their money.
This is how you convince your reader that your product has real value.
Tips to Write Your Product Descriptions
You will need to learn more if you plan to write product descriptions independently.
With practice, anyone can write good product descriptions. These tips will help.
1. Represent Your Brand Voice
Some products and brands require a severe and informative tone. Some brands incorporate humor, humor, or witty humor. Sometimes it’s subtle, like this Dollar Shave Club Travel Bag description.
In bullet format, they inform the reader that it is sized to fit their other products and made of high-quality paracord construction. However, they warn that it cannot carry their emotional baggage.
This humor is acceptable as long as it is consistent throughout the descriptions and appropriate for the product.
Palace Skateboard is an excellent example of self-referential, absurdist humor that has been unwaveringly consistent.
Although it is unlikely that anyone can duplicate this success level, it highlights the importance of having a brand voice. By creating buyer personas, any brand can create a voice suitable for its target audience.
2. Meet Buyer Personas
Buyer personas form an essential part of any marketing program. It is impossible to market any product to everyone. This is because only a few people will buy the product. To understand their ideal customer, a business can use data such as market trends, customer profiles, and similar information.
It is an excellent resource to understand your target audience. There are many benefits to this, including:
Helping product writers understand customers and create content that is:
- Encourages their desire
- All their doubts are dispelled
- Promote your product to them
Using to communicate your brand voice
- Develop a tone that appeals specifically to the right demographics
- If possible, use appropriate humor and relatable references
To understand their importance in product description writing, marketing, and overall, you can read more about implementing Buyer Personas.
3. Deliver Value to Customers
A buyer persona can support you to understand how to offer value to customers. An exhaustive list of technical details and basic information is not enough to provide value. Customers want to purchase a product that can deliver the best for them.
A person who wants to play solitaire and use social media will not see any benefit from a supercomputer.
This exercise will help you to focus on the value of your product/service.
Applying the Benefit/Feature Dichotomy to Your Product
The benefit/feature dichotomy can help you understand the difference.
For example, stating that a dishwasher uses high heat and pressure (or worse, providing numbers without context) does not tell the reader much. These are features that resonate better with readers when they are paired with their benefits. This dishwasher may be a benefit that will free them from the need to clean up food residues and stains manually.
Feature Benefit
Dishwashers use high temperatures and high water pressure.
This dishwasher will eliminate the need to manually clean up food residues and stains.
This computer has a quad-core CPU of 4.4 GHz and the most recent Nvidia GPU.
This powerful computer allows you to play some of the most challenging new titles, such as Deus Ex: Mankind Divided.
Lifestyle Writing
Lifestyle writing can be another way to add value to a product description. Lifestyle brands aim to reflect the values and goals of their target audience rather than just talking about technical benefits.
An advertisement for a pool-building company could include a pool design description depicting a happy family enjoying the sun.
Understanding target demographics and buyer personas are essential here. Lifestyle content can lose much appeal if written for the wrong audience, but it can be mighty when targeted at the right one.
4. Use technically proficient, meaningful writing
Writing should not be considered a secondary concern to vivid, personable writing. No matter how professional or casual a product description may be, it should still adhere to high writing standards.
Avoid unnecessary words
Some words are unnecessary to add value to a text and should be avoided.
- Very
- It’s true
- Particularly
- Excellent Quality
- Amazing Value
These words are not intended to provide additional information and should be replaced with a more vital words. Replace “very good” by a more positive term. Vague praises such as “great value” are at best redundant and trite. No advertiser will ever claim that their product is of poor quality.
Avoid generic writing
Writing can go wrong in many different ways. Avoid common mistakes in writing, such as:
- Use of exaggerated language
- No superlatives
- Arguments that something is “good.”
Instead, employ:
- Unique features and benefits
- What can your product do to help them?
- Description of how the product will help improve people’s lives
Although the purpose of a product description should be to sell something, optimistic claims that don’t have solid support won’t work. A report should not be void of meaning and offer real value.
Write Readable
Good content is concise. Bullet points are rich in product information and are highly informative.
A sentence should not exceed 20 words in length. Reading comprehension can be improved using bullet lists, images, headings, line breaks, and other visual aids.
5. Learn SEO basics
SEO can be complex and nuanced. However, the basics are an essential part of SEO. Some rules can help you write better than businesses without SEO. These are:
- Look for keywords that are highly searched and have low competition.
- Keywords can be used in both the body text and the title.
- Avoid sentences that exceed 20 words
- Use the active voice instead
- Use subheadings and headings in the order you prefer
- Interlinks are a great way to get information.
Although this is just a tiny portion of what goes into SEO, it’s a good start.
6. Include a Call to Action
A product description that isn’t complete with a conclusion is not only unprofessional, but it also doesn’t provide any direction. It is always a best idea to include a robust and concise call-to-action that motivates readers to purchase the product.
Alternatively, you can place the “add to basket” button under the description. A compelling product description can have a powerful psychological effect. It flows naturally into the button to purchase it.
These 14 example product pages contain layouts from some fantastic brands and businesses
What to Avoid
There are many pitfalls businesses and writers could fall into regarding product descriptions. Poor writing is the first problem. The others are caused by uninspired solutions that aim to avoid work.
Fill in-The-Blanks Product Description Templates
Many websites used templates for product descriptions in the early days of the Internet. Some still do. If all products on a website follow the same pattern, it is clear that a template has been used.
This paint-by-numbers approach is not suitable for writing descriptions. The main problem is quality. A product description template won’t be able to understand or accommodate the uniqueness of a product or its potential customers.
A tailored product description is the key to achieving detailed buyer personas and compelling brand voice. This is the complete opposite of what generic, template-based product descriptions do.
Product Description Generators
Machine learning has enabled medical breakthroughs and even mastered the game of chess. However, it cannot still write product descriptions.
Although many product description generators are available online, these are just simple, algorithmic templates. Using one will be generic content that lists features and fills space on product pages.
Outsourcing your work is a good idea. However, it’s best to rely on professional copywriters with product writing experience.
Hiring professional writing talent
Hiring a copy-writer may be the best option if product description writing is difficult.
Write Clear Shorts
Many business owners feel that hiring a writer means they lose control over their website. You can still guide the work and see the best version possible of your ideas through clear guidelines to the writer.
Your preferences for tone and your target audience are essential. The writer will be able to follow your lead. A sample product copy can be used to help refine your instructions.
Communicate
Working with a writer will help you overcome any issues through communication. A good copywriter will welcome suggestions, constructive criticism, questions, and comments. You can communicate to get excellent results by outsourcing your work.
Product Descriptions
The SEMrush Content Marketplace offers many options for professional content. You can also use the product description service to get creative and SEO-optimized product listings in five days.
Time-Efficient Process
The brief must be filled out. All that is required is a link to your subject page. You can add additional information to the brief if you have stylistic preferences.
Reasonable pricing
Negotiating with a writer to pay you can be difficult. However, SEMrush offers a consistent, simple model. Your product description is paid based on its length, which can be 300, 500, or 700 words.
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