How not to write good product descriptions
As Christmas approaches, many ecommerce sites look to optimise their sites so they can be found in search engines, increase conversions and ultimately boost sales. One of the most obvious ways to do this is update (or write) product descriptions across the site. Usually if you're an ecommerce site, you sell products online, and the item or product page is where most customer decide to add that product to their cart.
Here are some ways not to write product descriptions.
1) Focus on features - Many retailers focus on the features of a particular product. This doesn't sell your product, you should instead focus on benefits. Why do I need this 48" LCD TV? You might be tempted to write on your product page, 'Amazing 48" LCD TV, Flatscreen, 4 HDMI ports, USB and flashing lights..". Yes this is useful, but is it making me want to buy it? may be... but what if you focused on the benefits? 'Stunning 48" HD Flatscreen LCD Television, perfect for watching the FA Cup or catching up with your favourite soap'. Straight away I can see the benefits of having this TV. I can watch the football or Corrie in crystal clear Hi Def.
2) Use Manufacturers Text - Many people copy the manufacturers product descriptions directly from their site or brochure to populate their own item descriptions. Great! Now you have the same text every other person selling that product has. Not too good, I would imagine for SEO if you and 26 other retailers all have the same text word for word. Taking the time to reword standard copy lets your customers know you care about the product to make sure you know what you are selling.
3) Write for search engines - It's great to write friendly content for search engines, make sure you have keywords and important information in the descriptions, but don't over do it. Many descriptions are written with search engines in mind and although SEF or SEO'd it just doesn't read well to customers. Search engines don't buy your products, customers do, and if they can't read your description for all the bold HDMI, LCD and Samsung keywords that's not going to do anyone any good.
4) Go heavy on text - It's great writing descriptions and product information, but don't write War and Peace. Customers don't like to read! They want short, sharp sentences or even better bullet points. Sell the benefits of your product as quickly as you can to your visitors. Don't waste their time or yours with long-winded and pointless reams of text.
5) Ignore grammar and punctuation - This just doesn't look good at all. If I'm paying good money for a product online, I want to at least know the seller has taken the time to proof read what the material they are using to sell to me. If I see a product description littered with punctuation, spelling or grammar errors I lose confidence quite quickly in the whole operation.
I hope these are of some use,
Thanks,
Here are some ways not to write product descriptions.
1) Focus on features - Many retailers focus on the features of a particular product. This doesn't sell your product, you should instead focus on benefits. Why do I need this 48" LCD TV? You might be tempted to write on your product page, 'Amazing 48" LCD TV, Flatscreen, 4 HDMI ports, USB and flashing lights..". Yes this is useful, but is it making me want to buy it? may be... but what if you focused on the benefits? 'Stunning 48" HD Flatscreen LCD Television, perfect for watching the FA Cup or catching up with your favourite soap'. Straight away I can see the benefits of having this TV. I can watch the football or Corrie in crystal clear Hi Def.
2) Use Manufacturers Text - Many people copy the manufacturers product descriptions directly from their site or brochure to populate their own item descriptions. Great! Now you have the same text every other person selling that product has. Not too good, I would imagine for SEO if you and 26 other retailers all have the same text word for word. Taking the time to reword standard copy lets your customers know you care about the product to make sure you know what you are selling.
3) Write for search engines - It's great to write friendly content for search engines, make sure you have keywords and important information in the descriptions, but don't over do it. Many descriptions are written with search engines in mind and although SEF or SEO'd it just doesn't read well to customers. Search engines don't buy your products, customers do, and if they can't read your description for all the bold HDMI, LCD and Samsung keywords that's not going to do anyone any good.
4) Go heavy on text - It's great writing descriptions and product information, but don't write War and Peace. Customers don't like to read! They want short, sharp sentences or even better bullet points. Sell the benefits of your product as quickly as you can to your visitors. Don't waste their time or yours with long-winded and pointless reams of text.
5) Ignore grammar and punctuation - This just doesn't look good at all. If I'm paying good money for a product online, I want to at least know the seller has taken the time to proof read what the material they are using to sell to me. If I see a product description littered with punctuation, spelling or grammar errors I lose confidence quite quickly in the whole operation.
I hope these are of some use,
Thanks,
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