A quality product description is the focal point of your e-shop for bothcustomers and search engines (and thus for other potential customers). However, writing a quality, catchy and SEO-compatible (i.e. just attractive to search engines) description is not easy. In the following lines, we’ll reveal a few simple rules that will help you master your e-shop descriptions too.
What you need to sort out beforehand
1. Do a keyword analysis, i.e. the terms your potential customers search for most or most often. You will then incorporate these terms into the descriptions themselves.
2. Prepare category descriptions. Categories are groups of individual products in your e-store. They break down your store and make it clear. And since it turns out that more and more visitors to e-shops are going through category pages, it is more than advisable to make them well organized. Describe what customers will find in the category, and don’t forget the keywords mentioned above. Be concise and don’t forget the final CTA, i.e. call to action (in your case to buy).
And go for product descriptions
1. Prepare your template. That way, you will get a clear and uniform look of the descriptions, and you will make it easier for the customer to find the necessary information. We recommend, for example, to divide the text into short and long captions, to divide the text into limiting clauses and to put technical information at the very end.
2. Write. Think about the customer. What are their needs? Will your product meet them? Will they benefit from buying your product? What else will it bring him? Any benefits? As you do this, think again of keywords and their alternatives and variations. Don’t be afraid of emotions. But don’t be too wordy, no one is interested in long texts on the Internet, let alone a customer. Briefly describe what your product is and what it is good for. And don’t forget the CTA.
3. Take pictures. Nowadays, not only when it comes to online shopping, is based on visuals. Therefore, more than ever before, you need to make sure you take photos. Photos of products should be your own. The more the better. Remember that the customer does not have the opportunity to touch the products, the touch must be replaced by high-quality text and even better photos. Formatted 360° images or animations are only a plus.
4. Put a crown on it for the search engines. The final step of the product description for the e-shop is to “format” it for search engines (Google, List). Fill in the title and meta description of each product. Apply keywords and CTAs here as well.
You run an e-commerce store and feel that your text could use some improvement. We have experienced copywriters in our team who are ready to “throw an eye” on your descriptions. Don’t hesitate to contact us.