In the continually growing ecommerce retail market, product descriptions have consistently been an important part of an online marketing strategy. They are more than a generic placeholder; they serve as the virtual salesperson, guiding potential customers through the features, benefits, and unique qualities of a product. Effective product descriptions can significantly influence purchasing decisions, enhance the customer experience, and improve ranking and visibility in organic search results through search engine optimisation (SEO). This article looks at the importance of product descriptions, covering best practices for writing them, and provides actionable tips to optimise them for ecommerce success.

What Are Product Descriptions?

Product descriptions are written content that provides detailed information about a product available for sale on an ecommerce website. They typically include key details such as product features, specifications, benefits, usage instructions, dimensions, materials, colours, styles, and more. The goal of a product description is to inform potential customers and persuade them to make a purchase by highlighting the product’s features and unique selling points (USPs), while also demonstrating to search engines that the product matches the query made by the user.

The Importance of Product Descriptions

Influence on Purchasing Decisions

• Informative Value: Product descriptions offer essential information that helps consumers understand what they are buying. This can include specifications, usage instructions, and unique features.
• Emotional Connection: Well written descriptions can evoke emotions, creating a connection between the product and the customer. This connection can be a deciding factor in whether a customer makes a purchase.
• Overcoming Hesitations: Detailed and clear descriptions can address common questions or concerns, reducing the hesitations a customer might have before making a purchase.

Enhancing Customer Experience

• Clarity and Confidence: When customers have access to comprehensive and accurate information, they feel more confident in their purchasing decisions. This reduces the likelihood of returns and increases customer satisfaction.
• Ease of Comparison: Detailed descriptions allow customers to easily compare different products, helping them choose the one that best meets their needs.

Search Engine Optimisation (SEO)

• Keyword Integration: Product descriptions are an excellent opportunity to integrate relevant keywords, improving the product’s visibility on search engines. This helps attract organic traffic to the website.
• Unique Content: Search engines favour unique content. Distinct and original product descriptions can improve search rankings, making the products more discoverable to potential customers.
• Rich Snippets: Detailed descriptions can enhance the likelihood of being featured in rich snippets, which are prominent in search engine results and can significantly increase click-through rates.

Best Practices for Writing Effective Product Descriptions

Keep Them Unique and Descriptive

• Avoid Duplication: Using the same description across multiple products or copying from manufacturers can harm SEO rankings. Unique descriptions differentiate your products and improve SEO. The product may be identical, but that doesn’t mean you have to use the same generic description!
• Rich Descriptions: Provide detailed and vivid descriptions that paint a clear picture of the product. Use sensory language that helps customers visualise the product.

Do Not Use Manufacturer or Competitor Descriptions

• Original Content: Creating original descriptions helps in establishing a distinct brand voice and prevents potential SEO algorithmic penalties associated with duplicate content.
• Competitive Edge: Unique descriptions can set your products apart from competitors, offering a fresh perspective that might be more appealing to your target audience.

Include Relevant Details

• Measurements and Dimensions: Clearly state the size, weight, and dimensions of the product. This information is crucial for customers, especially for items like clothing, furniture, and electronics.
• Features and Benefits: Highlight key features and explain how they benefit the customer. This not only informs but also persuades.
• Technical Specifications: For technical products, include detailed specifications such as material composition, battery life, compatibility, and other technical details.
• Variety in Colours and Styles: If the product comes in multiple colours or styles, make sure to mention all available options. This can help customers choose the variant that best suits their preferences.

Focus on the Target Audience

• Customer Persona: Tailor the language and tone of your descriptions to resonate with your target audience. Understand their needs, preferences, and pain points.
• Engaging Tone: Use a conversational and engaging tone that reflects the personality of your brand. This can make the descriptions more relatable and enjoyable to read.

Highlight Unique Selling Points (USPs)

• Differentiation: Emphasize what makes your product unique compared to others in the market. This could be a special feature, superior quality, or an exclusive benefit.
• Storytelling: Incorporate storytelling elements to create a narrative around the product. This can create an emotional connection and make the product more memorable.

Use High-Quality Images and Videos

• Visual Support: Accompany descriptions with high-quality images and videos that showcase the product from different angles and in various uses. Visuals can significantly enhance understanding and appeal. If you offer a product that many other competitors offer, consider creating your own professional photos rather than using the standard manufacturer images, to stand out in search engine shopping listings.
• Interactive Elements: Consider using interactive elements like 360-degree views or product demo videos to provide a more comprehensive look at the product.

Utilise Social Proof

• Customer Reviews and Ratings: Integrate genuine customer reviews and ratings within the product descriptions. Positive feedback can build trust and influence potential buyers. Displaying reviews specific to a particular product on that page is signifantly more useful to a potential customer than mixed reviews for various products.
• Testimonials: Include testimonials or user-generated content that highlights real-life usage and benefits of the product.

Additional Tips for Optimizing Product Descriptions for SEO

While the tips above will help to optimise your ecommerce product descriptions, these additional tips are also important and help indirectly in further optimising your product pages for success.

Keyword Research

• Conduct thorough keyword research to identify the terms and phrases potential customers are using to search for products similar to yours. Incorporate these keywords naturally within your descriptions. Broad keywords might suggest high competition, while more specific long tail keywords could provide additional opportunities when writing your product description content.

Structure and Readability

• Easy to Read: Use short paragraphs, bullet points, and subheadings to break up the text and make it easy to scan. Most online shoppers prefer skimming through content rather than reading lengthy blocks of text.
• Clear and Concise: Be clear and concise, ensuring that the most important information is readily accessible.

Metadata Optimisation

• Meta Descriptions: Write compelling meta descriptions that include primary keywords. Although meta descriptions don’t directly impact rankings, they influence click-through rates from search engine results. The meta description should be a short, concise and accurate summary to encourage clicks.
• Title Tags: Optimise title tags with relevant keywords and make sure they accurately reflect the content of the product page. Meta title tags ARE a ranking factor, so with this in mind, include your focus keyword, but in a short, descriptive title.

Local SEO

• Location-Specific Terms: If applicable, incorporate location-specific keywords to attract local customers. This is especially important for businesses with a physical presence or those that offer localised services. With ecommerce stores, it might be a clothes shop that has a highstreet presence. So while web traffic is essential, an opportunity is added to see or try the product in person locally.

Mobile Optimization

• Responsive Design: Ensure that product descriptions are mobile-friendly, as a significant portion of online shopping is done on mobile devices. Responsive design improves user experience and can positively impact SEO.

Conclusion

In the highly competitive world of ecommerce retail, product descriptions play an important role in driving sales, enhancing customer satisfaction, and improving SEO. By creating unique, detailed, and engaging descriptions, ecommerce businesses can not only provide valuable information to their customers but also stand out in the crowded digital marketplace. By following best practices, continuously optimising and updating product descriptions, businesses can create a compelling shopping experience that converts visitors into loyal, returning customers.