Juicy Details: Make sure your product descriptions include interesting and juicy details about your products. While our emotions are sub-consciously at work drawing us in to learn more, our rational mind plays a part in the decision to proceed with a purchase. We want to know the features, materials of construction, usage ideas, and generally how we benefit from the product.
Give your customer enough information about the product to be able to visualize herself using it. Think about how she interacts with your product. How it appeals to the senses:
- How does it feel to hold, wear, or use the product?
- What does it sound like in action?
- How does the product smell or taste?
- What does it look like?
When writing about the details, put yourself in your customer’s shoes:
- What problem does your product solve?
- What pain do you help your customer avoid?
- How does your product help your customer reach his or her goals?
- What feeling does your product create?
- How does your product enhance their social status or image to others?
Your (Customer’s) Personality: Every customer group is different. Therefore, the structure of our product descriptions – the words used, and the target emotions – will vary greatly by industry. We don’t sell jewelry the same way we sell auto parts or running shoes. The language is different. The emotions are different. While very descriptive, power-packed language resonates with certain markets, more straightforward, informative language may be in line for other markets. It is important to understand the group of customers that make use of your products.
To write product descriptions that are mobile-friendly-
- make use of short sentences and short paragraphs- walls of text are a turn-off when viewing websites on a mobile phone.
- Include bullet points or lists – this allows your visitors to quickly scan the page. Attention spans are short, and it’s rare that visitors actually read all of a page’s content.
- Include the most important information near the top – the most important description and information should be included high on the page, while technical data or details can fall lower.
Keywords provide the foundation on which your product page content is built and are a vital part of search engine optimization. Good usage of keywords offer the best opportunity for ranking in Google and other search engines.
Keyword research can be as involved or simple as you’d like. The more involved and detailed you get with keyword research, the better chance you will have to rank. Your keyword might include the product name or brand name. Sometimes, it will be the part number. Or it could be a word that describes your type of product. Typically, individual product pages will rank better for long tail keywords. These are typically 3 or more words long. For example, instead of targeting “maxi dress” on the product page, you would target something more specific, such as, “royal blue maxi dress.”
If you are marketing items with part numbers that are regularly used to search for products in your industry, you will want to include the part number as part of your target keyword.