How to Write Product Descriptions to Boost eCommerce Sales?
Updated on September 20, 2021 | by Alex Smith
The past year has had an undeniable effect on the way we purchase items online. How to write a product description for each item on your platform has become increasingly more challenging due to high customer expectations. Both retail and online storefronts have grown more careful and systematic regarding their product descriptions.
According to Forbes, eCommerce platforms situated in the US have experienced a 68% yearly growth since April 2020, with conversion rates also raised by 8.8%. As more and more customers are accustomed to shopping online, eCommerce platforms need to follow suit with their item description writing to boost sales. Let’s discuss several tips on how to write product description content for eCommerce in 2021 to grow your business’ revenue.
1. Aim to Solve your Customers’ Problems
Customers tend to visit eCommerce platforms with very specific shopping intentions in mind. They might need new clothes for the summer or want to buy a new table for their living room.
The item description of each product on your eCommerce website should be practical, readable, and answer the customers’ major question – why is this good for me? This means you should write your product descriptions in active voice, list the benefits of each product and its real-life applications. Doing so will help customers imagine themselves using your products and bring them a step closer to conversion without any obvious calls to action present.
2. More Personal, Fewer Sales Oriented Writing
Personalization has become a predominant force in online content writing since social media platforms and instant messaging apps have become a mainstay. Personal pronouns, casual tone of voice, and friendly, inviting writing are essential to eCommerce success in 2021. If you get customers to identify with your brand and its values through your product descriptions, they will not only buy but advocate your products.
On the other hand, focusing heavily on sales pitches calls to action, and robotic writing solely for SEO product description content won’t get you far. It may work for Amazon. However, that platform is an industry giant with hundreds of thousands of products and sellers active daily. Opting for a more personal style on how to write product description content instead will boost your sales more effectively as a small eCommerce business.
3. Use Specialized Writing Tools Instead of Everyday Text Editors
While it’s true that text editors such as Microsoft Office have become synonymous with digital content writing, they are not ideal for product description writing. Instead of using traditional writing software, you should refer to more professional solutions to write item description content.
Finding such a writing tool early on will also allow you to delegate product description writing entirely and focus on sales management instead. Top Writers Review is a great platform that you can rely on finding the best company to lead your writing process. It will help turn your outlines into full-blown texts or help you edit and format already written documents and papers for your eCommerce platform. This is a more reliable solution than working with plain text editors since their vocabulary and content optimization databases can be out of date.
4. Mind Your SEO in all Product Descriptions
SEO product description writing is all about hitting the right keywords related to your business’ industry while also making them look organic to search engines. Search Engine Optimization (SEO) is an important aspect of eCommerce content creation, which you should not overlook. The right combination of trending keywords and phrases in your SEO product description content can make or break your site’s global ranking.
Thus, tools such as DSM Tool should be considered in your content stack to ensure that each product description is optimized properly per Google’s algorithm. Never stuff your item description content with keywords manually and without proper planning. Adhering to eCommerce SEO can dramatically improve your site’s visibility and subsequently lead to better conversions and sales without resorting to paid ads or influencers.
5. Avoid Copy/Paste Writing – Aim for Unique Content
Duplicate content is frowned upon by global search engines and SEO product description optimization tools such as Yoast SEO (if you are using WordPress CMS). Never resort to duplicating your product descriptions between different items, even if the differences between them are minuscule.
Unique content on each page of your eCommerce platform will work in your favor in terms of SEO ranking, so take time to write original content. Likewise, if you are dropshipping or reselling items, avoid copy/paste of branded product descriptions found on other eCommerce stores. It’s better to make your online shop as original as possible to avoid not only poor SEO but trouble with businesses or poor brand image.
6. Match your Writing with Adequate Product Visuals
Multimedia may not be directly related to how to write product description content to boost sales, but it is still an integral part of it. Images, videos, as well as any user-generated content you can get your hands on should find their way into your product descriptions.
Original visuals can add tremendous value to your products and illustrate exactly how they look and how customers can use them once purchased. In that vein, it is extremely important that you only use truthful, representative multimedia to enrich your item description writing. Never use stock photography or visuals are taken from brands that you are reselling or drop shipping to avoid miscommunication or in worst cases, refunds.
You can have the best products available in your industry, and they will still sell poorly if your product descriptions aren’t up to the task. How to write product description content is all about balancing brand personality with SEO and writing with other types of media representation of your products.
The content you write for one product should carry over to all other products to create a unified user experience for your customers going forward. Doing so will signal to visitors and existing customers that you are an eCommerce platform to keep an eye out for.