Product Descriptions: Why They Are Important

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E Commerce is an incredibly productive industry, and 2021 was one of its best years in Canada. If you want to start selling more merchandise and claim a bigger piece of this pie, you need to master the art of product descriptions.

These small bits of text can have a huge impact upon your prospective customer, but why? In this guide, we’ll look at why product descriptions are a vital part of your eCommerce SEO strategy.

Are you ready to learn more and start improving your store? Then read on.

Your Customers Have Questions

If you were in a brick-and-mortar store, you have a salesperson who can answer any questions. When you’re browsing an eCommerce store, this isn’t an option. Sure, they can email you, but they’re not likely to get an answer as fast.

A great product description will answer all of the customer’s most common questions. Let’s say that you sell clothing: they’ll want to know the precise fit of your merchandise instead of taking a guess.

A great product description will answer all of their questions and help to convert prospective customers who may otherwise choose not to purchase from you.

Product Descriptions Give You a New Space to Practice SEO

One of the key tenets of great SEO writing is using keywords proactively. You might have a blog where you sprinkle keywords into your writing to attract more clicks. Yet no matter how much keyword research you do, if you don’t have product descriptions on your site, you’re not making the most of your website.

Product descriptions are an opportunity to write more content for your site and include more keywords, which can attract more customers to your product pages and increase your sales.

The Elements of A Well-Developed Product Page

Potential customers want to know important information about your items. Including details about special qualities, use cases, color and size options, shipping information, and your return policy helps a lot.

We would recommend that you try to group together different product variables. Try grouping different colors, sizes, and prices, on the same product page. This way, you will only require one SEO-optimized product description for all variables.

If you are a reseller, try to avoid the typical copy-and-paste product descriptions from the suppliers’ website. This duplicate copy won’t do your website’s SEO any favours.

Instead, try to use the standard product descriptions that you get from a suppliers’ website as starter copy. This will help to inspire longer, original descriptions that you can use on your website. You can also re-use this copy to market your product across different channels as well.

It’s also very important to note that a well executed product page will have all of these components;

  1. At least 300 words of web copy
  2. A well thought out meta title and description for the SERP (search engine results page) to properly attract users.

Think about different ways your potential customers may want to consume this information.

Then, try to include a couple varieties for media consumption to please your audience.

It is common for eCommerce websites to have a text-based product description complemented by a variety of helpful images that match items matching in the description.

Matching product description videos work really well to highlight product details in a visual way.

Proper Descriptions Radiate Professionalism

Product description aren’t only good for SEO: they also help your site look far more professional. Imagine that none of the pages on Amazon had descriptions. Would you buy from this site?

The answer, for most people, would be no. A site without item descriptions looks unfinished and unprofessional. If users can’t trust a business to construct its own site, can they trust you with their credit card details?

What’s more accurate, a product description can help to build trust. After all, satisfied customers will be more likely to purchase from you again. This is because they know that they can trust your business.

Mastering Product Descriptions

Product descriptions are an essential part of any eCommerce website. Without these, your site will look unfinished and unprofessional. Not to mention that there will be no easy way for customers to get their questions answered.

Yet it’s not easy to write a fantastic product description. If you feel that you’re too busy or unable to write compelling descriptions, we can help you. Our team of SEO experts can create content for your site as part of an eCommerce SEO strategy.

For more information, book a free consultation today.



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