Having a good description of your company’s products is essential to gaining new customers and increasing your online sales.
A good product description makes a big difference to customers when comparing similar products, and can be the determining factor in their buying decision .
In addition, good descriptions also result in increased traffic to your site and domain authority.
They are very important in SEO strategies and can deliver great results if done the right way so that customers can easily find your products.
It is important to know how to create the best product description to succeed and perform with your strategies.
And that is what you will learn in this post.
You will know the importance of a good description and how to make great product descriptions for your e-commerce.
What is product description?
The product description is nothing more than a descriptive text, which contains information regarding the characteristics, how to use, benefits and differentials of the products.
It works as a presentation of the product to the user and as persuasive text to convert users into customers.
Descriptions are the basis of the content and can not miss in your e-commerce.
A good description highlights the most important product elements and differentiators over similar ones to take advantage of the competition, and teaches the user how the product works and how to use it.
But, after all, why is description so important?
What is the importance of a good product description?
Product descriptions are important because of two key factors: users’ own experience and search engines.
For search engines
Regarding search engines, a good description is essential, and directly influences the placement of products on engines such as Google.
Therefore, it is important that they meet Google’s algorithm requirements , for example, so that users can find your products more easily.
Good SEO practices are very important at this time. This way, your traffic increases significantly.
If the descriptions are well made, complete and use the right keywords , your e-commerce will achieve great recognition and online presence.
For users, description is as important as it is for search engines.
If the text is well done and the language used is appropriate for the audience reading it, you can interact more with the reader and create a deeper connection as well.
By sharing relevant information and demonstrating that you know exactly what the user is asking for, you can build trust and that is necessary to convert a consumer, especially online.
In addition to sharing relevant information, you should make complete and original texts that contribute to a good image of your company and user conviction in the purchase decision.
One of the biggest challenges for those who have an e-commerce is to describe the product as close to the real as possible.
This is because users cannot interact with them or test them, so they take into account the product description and photos .
The description must be detailed, complete, and at the same time generate a desire in the readers to convince them to buy your product.
Essential Factors for a Good Product Description
All relevant keywords that are related to the product must be contained in the description.
Thus, in addition to positioning in search engines, making it easier for users to find your product, users themselves, by reading the description, usually find what can answer their questions about the product.
If they don’t find it, they are likely to visit other sites and choose to buy from those with the most complete information.
2. Product Details
Product details involve many aspects, which vary from product to product or service.
The equipment is usually very important in the products and very influential factor in the purchase, so do not forget to talk about what material is made product.
When buying a bag, for example, the consumer wants to know if the product is made of synthetic or natural leather.
If it is a service, be sure to describe in detail all the options that are included with it.
In addition, the dimensions of the product are very important for the user to know the size of the product and, if it is a garment, for example, whether it will fit or not.
When the consumer buys a decorative object, for example, he wants to know what the measures are to see if it fits in his furniture.
The format is important for the user experience. We often want to see product information fast as we are comparing various options.
To make this easier, it is important that you highlight ( bold ) the most important and relevant words to users that contain the differentials of your products and features that the consumer is looking for.
In addition to highlighting, make subtitles for readability and make it more attractive to the reader.
The topics are also important to highlight the most relevant features and facilitate the user ‘s reading.
5 Tips for Making the Best Product Description
1. Do keyword research
Keyword research is essential for a complete and relevant description.
There are a number of tools you can use to find the keywords with the highest search and related to what people search for your product.
Some of them, like Ubersuggest, are free and accurate, and show the search volume for words, making it easy to choose the main ones for your content.
The right keywords are essential to a successful SEO strategy and good results with your business.
2. Think about your persona
Your brand persona should serve as a guide for all content production. Well-crafted content is one that piques public interest and captivates it.
To learn how to make a compelling, persuasive description, you must adapt your texts to your persona’s language.
The type of approach, words, and key features you use must be context-sensitive so that your description is effective.
3. Follow brand identity
Having a brand identity is necessary for any company. She defines how your brand will present itself to the market and what its “personality” is.
Descriptions should also be appropriate to your brand identity.
So always try to keep the same semantic field in your descriptions and tone, so users can identify with your content and maintain the relationship with your brand.
4. Invest in storytelling
The storytelling is to tell stories to contextualise their products and give emotions and feelings to them.
By applying this technique to your texts, they become more persuasive and can bring great results.
To be effective in this technique, you must understand the reality of your customers and try to best represent it, also presenting the benefits of your product and with it, can solve the pains of the persona.
5. Listen to what your customers have to say
Feedback, whether positive or negative, is very important for your business to serve its customers more effectively.
You can use them to optimize your descriptions as well, making them more complete.
For example, when a customer says “I was in doubt whether to buy my phone or not because I didn’t know if the camera was taking good night shots,” you might want to insert in your phone description that it is great for night shots.
Of course, remember to be honest and enter features that really describe your products.
With these tips, you can structure and create great descriptions for your products and thus have better results with your e-commerce.