Online sellers tend to undervalue the importance of a product description. But when done well, product descriptions have the power to convert people from mere lookers into buyers by illustrating your brand’s superiority and speaking to a person’s unmet needs.
The difficulty? Writing the perfect description is part science, part art. Your descriptions must have the right keywords and creative copy to show up in relevant product search results and catch the eye of the consumer, especially on ecommerce marketplaces where hundreds of millions of items compete for their attention.
In this blog we’ll cover the core ingredients of a product description so that you can craft listings that maximize your potential to win the sale.
The “science” of listing creation involves the standard rules of engagement for selling on a marketplace. Basic marketing rules apply here for ensuring that your listings accurately represent your product and are visible in search results.
While resellers may be limited in their ability to edit listings, registered brands should be able to modify product descriptions freely. Assuming that you have full ownership of your product listing, remember to:
Every listing that you publish online is ranked by one algorithm or another, whether it be Google’s organic search engine, Amazon’s A9 algorithm—or both.
The purpose of these algorithms is to surface the most relevant search results based on a buyer’s query and past activity. While ecommerce marketplaces consider other important factors when ranking your listings, such as seller score and price, you’ll still want to keep search-engine (SEO) practices in mind.
One easy way to do this is by naturally folding in keywords into both your titles and descriptions. These are the words that your customers are likely to type in when searching for a product like yours.
Input the main keyword for your product, e.g., “backpack,” into your research tool. You should receive a list of related keywords that people use to search for these items online. Find the keywords with a search result of 100-10,000 and marked as “low difficulty” or “low competition”—these are the ones that you may want to include in your product descriptions.
Once you have a list of keywords, choose several to sprinkle into your copy without overdoing it. In general, you’ll want to:
As an example, cheerleading apparel brand Chasse uses easily identifiable and searchable keywords like “cheerleading travel bag” and “cheerleading backpack for girls” in the below listing.
They’ve made sure to use modifiers like their brand name, color and product features (glitter) to give context to their keywords. And they’ve married SEO best practices with targeted copy to ensure that the listing appears and appeals to the right audience – girls and their parents, not backpackers or military folk.
The “art” of listing creation requires knowing your target audience, including their wants, needs, lifestyles and pain points. This lets you devise a proper strategy for increasing your listing’s readability and speaking to your buyers in a way that will resonate with them.
The easiest way to do this is by looking at your existing customers and asking:
You may have to repeat this step for multiple customer segments. But the answers to these questions will help you prioritize benefits to mention in your listing versus cramming as much information into it as possible and hoping something will stick.
For example, let’s say you sell nail polishes on Amazon. If your target audience is made up of female millennials, you may find that they care about eco-friendly and cruelty products. By mentioning that your products are 100% vegan and cruelty-free, you can increase the likelihood of them purchasing.
Conversely, if your buyers are mostly 50+ year old women, the majority may care more about how effective and affordable your products are, changing the focus of your main bullet points and copy.
In addition to narrowing down the focus of your descriptions, knowing your audience lets you choose the right words to use. After all, you should not only know what to say about your product but also how to say it.
Choose the words that are commonly used and understood by your target audience. If you sell advanced products like industrial equipment, using more technical or professional language will give you an advantage, since your target audience is actively looking for these details.
However, if you’re hung up on a word that may or may not cause confusion among your readers, use a simpler phrase. Follow the practices of the best online writing services and don’t overuse sophisticated words and expressions. It may scare prospective buyers away.
To write a winning product description, you should do your best to understand your target audience better in order to present the most relevant information, while still playing by the rules of the Internet.
Whether you have great writing skills or not, you can publish high-converting listings. The general rule of thumb: stay connected to your customers while being creative, and you’ll be able to craft a brilliant product description that sells.