The main goal for any e-commerce company is to push your customers all the way through to the purchase page. Sound simple? If you do things the right way, there’s no reason it shouldn’t be. Both in persuasiveness and SEO strategy, effective product descriptions have to be an important part of your site. Concise and intriguing copy can convince customers to press the add to cart button, along with the fantastic SEO benefits. To put it bluntly – your best salesperson is your best copy. There’s three ways to get this right and Bark Social have ranked them into three categories- readability, keywords and language.
Simple and convincing writing
First things first, if your copy isn’t readable you won’t be persuading customers anytime soon. If you can find a distinct, concise and interesting framework for your copy, you’ll be surprised how much of a difference it can make. If you come across as robotic and unenthused in the product text the results can be detrimental to your online progression. In general, customers will only read just over 10% of your actual page. The simplicity of your text is vital and finding the balance between a convincing and uncomplicated style is imperative. Well written, straightforward and intriguing copy will always push your site higher in organic search results.
Doing your keyword research before writing your product copy is undeniably one of the most important parts of writing your descriptions. However, many companies fall into the sticky trap of keyword stuffing. Pumping your text with too many keywords doesn’t only damage your performance in the Google algorithm, it just looks unprofessional and way too obvious. The algorithm will always prioritise well written copy so getting greedy is never a good idea. Each product should have around three keywords that fit seamlessly into your text without disturbing the flow of your writing.
Finding your tone
If you haven’t already, finding the right tone of voice for your brand is vital for your online image. It should be consistent throughout your presence online so getting it right in product descriptions is essential. This consistency will build up a familiarity for your customers and make them feel more comfortable on your website. Constantly evolving your copy that already exists to fit into your new style isn’t only good for your image, but the Google algorithm will be thanking you too.
The advantages that come with effective product descriptions cannot be underestimated. If you can find a concise, flowing tone to your writing, both your customers and the Google algorithm will be rewarding you.