E-commerce is unrelenting on its path towards marketplace domination. By 2021, it’s predicted that online sales transactions will reach $4.88 trillion worldwide. In the years beyond, this figure will continue to grow. Indeed, as the web keeps altering the way people interact with the world around them, e-commerce can only continue to grow.
But what lies at the heart of a successful online sales strategy? It’s simple: compelling product descriptions.
To ensure you’re reaching your marketplace potential, go ahead and follow these unwritten rules for compelling product descriptions:
- Know Your Audience
A well-balanced description is as much about addressing the reader and their needs as it is highlighting the features (or benefits) of the product itself. Before you start tapping, take a minute to think about your archetypal buyer. What are they looking to get out of this product? How would they describe it to a friend looking for the same kind of thing? Use these conclusions to inform your copy.
- Don’t Keyword Stuff
We’ve all seen them: descriptions completely botched due to a writer jamming in too many keywords. Not only is this a dangerously outdated SEO technique (see: Latent Semantic Indexing), it seriously effects readability and sincerity of tone. Prioritise communicating your product’s benefits first and foremost; keep your eyes peeled for natural opportunities to introduce keywords.
- Keep It Unique
This is relevant to all copywriting. Duplicate or copied content is a fast-track to page 16 of the search engine results page (SERP). Even if your product is strikingly similar (or even identical) to one found in a competitor’s store, it’s important that you find a fresh way to describe its attributes. Doing so will put you ahead in the SERPs and in the hearts and minds of potential customers.
- Keep It Simple
A common mistake when it comes to product description copy is over complicating things. While it’s fair to assume most copywriters possess an above-average grasp of their language, it’s unfair to assume the same of readers. Over-wordy product descriptions that require too much concentration to absorb are a huge turn-off. Avoid them at all costs. Use full-stops. Use full-stops a lot.
- Show Don’t Tell
Discussing a product’s benefits and relevance is always more likely to incite interest than merely listing off its features. Paint an alluring picture of how each product can be incorporated into a lifestyle, and you’ll reap endless sales.