Creating eCommerce product descriptions that convert is not as easy as it sounds. Your product descriptions should not only be SEO-friendly but also user-friendly. If you have a lot of products including various types, then you have to write product descriptions for each and every one of them. This task is no small feat.
Detailed product descriptions are critical for the success of your business, especially when it comes to eCommerce. But, they’re also incredibly time-consuming to create and launch the right way.
Historically this has been a tedious process of manual research, writing tons of content by hand, setup A/B testing to gauge performance and making careful adjustments post-launch to increase your performance.
What if it didn’t have to be this way? And what if you could streamline your entire process to generate and launch hundreds of product descriptions in minutes, not days?
Need to generate a year’s worth of social media captions? We’ve got you covered. Looking for SEO-optimized blog topics to drive organic growth? We can help with that too! And better yet, our third party integrations are built to support you where you already work.
All of that said, let’s get in to the basics of how to build product descriptions that convert – all while saving time and getting your team the focus they need to drive growth for your business.
What Are Product Descriptions?
Product descriptions are the first point of contact between your business and prospective customers. They’re a tool for conversion, a gateway between marketing and sales, and the core for a conversion centered shopping experience.
They’re also the most neglected aspect of the inbound marketing funnel.
Step 1: Define Your Goals
Most companies start with a primary objective in mind around their product descriptions. A few common examples are:
Increase the number of leads from your product pages
Implement A/B testing to drive more traffic to your product pages
Increase the number of purchases on your product pages
Improve your conversion rates on product pages
Increase the average order value
Dig in to your KPIs and metrics to determine areas of potential growth based on your current products and sales; from there you can plan out your approach on how to best build your product descriptions.
Step 2: Create an action plan
Once your goals are in place, create an action plan in the form of a list of the products you need to write descriptions for; be sure to plan out any variants in the form of different colors, materials, flavors etc.
Once you know what products you need to create content for, conduct SEO research on how to best setup your content to fit your organic content goals; the more work you do ahead of time to match your content to the way users are searching for your product or service, you’ll see better results (and sales) upon launch.
The goal here is to look for keywords that have high search volume, and low keyword density. Those are your best opportunities for immediately making an impact on how you rank on SERPs.
There are many tools available for this type of research; our friends at Frase have great tools for marketers who need to rank higher. Our built in integration with Frase provides data directly in your Copysmith workspace to provide relevant keywords and topics and to score your product description based on SEO best practices.
Step 3: Get to work!
Now that you’ve established your goals, created an action plan and conducted your SEO research, it’s time to get writing!
Here are some best practices for product description writing to factor in to your approach:
- Include a CTA in your meta description; users are leaning on Google more and more to help them find the right product. Including a well-crafted CTA in your meta description provides a better experience and results in better click-through rates
- Focus your message on your intended buyer; speak in their language and answer any potential objections proactively to help remove barriers in the buying journey
- Highlight customer reviews and testimonials for similar products; help users understand the immediate value of your products without creating too much work for them in the process
- Utilize power words in your messaging to help increase the emotional connection and ultimately your conversion rates
At this point, you can bring on additional copywriters, allocate days or weeks of time to writing your product descriptions by hand, OR you can utilize the power of AI to help your team write and launch faster, iterate more efficiently and significantly grow your bottom line.
Whether you have 100 or 100,000 SKUs, writing product descriptions by hand is the way of the past. Ready to revolutionize your marketing and see 3X growth on sales? Sign up for your 7-day trial to start writing for free, no credit card required.