eCommerce   •   June 5, 2018

Ecommerce websites are a whole different beast when it comes to websites. The content required is twice as important as the non-ecommerce website. Not only must the content be SEO-friendly, but it also needs to adequately describe the product in which is being sold, advertised, featured, etc. The content written can either sale the product or send you back to the writing board.

The content should educate, attract, and entice the customer into purchase. A great way to think about a product description is to imagine creating an email or advertisement for your product. What is it? Who wants it? Why do they want it? Where can they get it? How fast can I get it?

  • Inform Your Audience
    What is it? Aside from the simple description (color, dimensions, price, options, etc.), you will need to include keywords that relate to the product in question. The description is what will hook both the search engines and customer.

  • Be Unique & Creative
    Who wants it? Describe each product as though it is your only product. Whether you have one product or 50 of them, each product should have its own unique description. Doing this will not only ensure ranking within Google and other search engines but it will entice the consumer. Using the same description is not only looked down upon by Search engines, but the buyer as well. Who wants to read the same thing repeatedly?

  • Relate to The Consumer
    Why do they want it? Tell a story with the product description. Tap into the emotions of the consumer by expressing why they need the product. Videos are a great way to illustrate the products functionality in the everyday lifestyle of your audience. The goal should be to paint a picture for the consumer by using details to spark their imagination. Imagine how much easier life would be or how much fun you and your family will have.

  • Sense of Urgency
    Where can they get it and how fast? Depending on the product itself and how you want to advertise, placing a sense of urgency on the product can discourage the consumer from leaving the product to go elsewhere. This can be anything from adding “For a limited time” to the product description or even giving personalized discounts to repeat customers. Exclusivity to products and sales is another way of providing an urgency.

During the process of brainstorming all the details of the above mentioned, don’t forget about the SEO. It’s easy to focus on one and forget the other. Both the SEO and descriptions are imperative to your bottom line. One thing to remember… a great product description is almost useless if it can’t be found!