The Importance of Quality Product Descriptions for Effective SEO
Online sales pros already know this, but brick-and-mortar business owners who have had to go digital to survive the pandemic may not yet know the importance of having high-quality product descriptions. Some have had to build websites quickly, and others have had so many tasks to manage after launching their business that they could not effectively manage this important aspect of their operations. Yet, it is a proven fact that 81% of consumers first conduct an online search before making a major purchase. They rely on product descriptions and product photos, along with reviews and comments from other buyers. This is why it is essential to write product descriptions that are accurate, informative, appealing, and optimized for search engines (SEO).
Like a seasoned salesperson
A quality product description acts like a seasoned salesperson. They work for you 24/7 in the vast world of e-commerce. The suggested description should help the customer imagine the product and what it can do for them. For example, for a raincoat product description, we can talk about the material it’s made of, its figure-enhancing cut, its windproof and waterproof properties, its warm lining, and its practical hood. It is also important to mention whether the coat is lightweight, easy to pack, or ideal for sporting activities so that customers can visualize how this product can meet their needs and fit into their lifestyle.
The impact of a good or bad description
Customers do not buy a product, they buy the result/effect that the product can offer them. When we mention that a handmade piece of jewelry is a one-of-a-kind piece that no one else will have, it fulfills the desire and need to be unique, to stand out from the crowd. In fact, an excellent product description can even create a need. For example, presenting running shoes attractively and emphasizing their unique design, trendy colours, and the fact that they are so pleasant to wear on long walks with friends with a good cup of coffee in hand or to get back in shape could convince a buyer to start walking!
On the other hand, a poor description can decrease your conversion rate. Misrepresenting a product, and omitting important details about its use, lifespan, and design could get you into trouble.
Poor descriptions can generate many returns, complaints, and "one-star" ratings on search engines, not to mention legal actions for false advertising. Spelling mistakes, mistranslations, and sloppy writing could make you look unprofessional and disorganized. Just like a salesperson who is unhygienic, rude, or deceptive.
No description, no customers
In the COVID era, customers do not always have the luxury of touching products. That's why product descriptions are more important than ever. In 2020, 78% of Quebec adults made one or more online purchases, an increase of 15% compared to 2019. Online shoppers aged 35-44 stand out as those who spent the most online this year. If, as an entrepreneur or shop owner, you decide not to offer product descriptions on your platform, you are missing an opportunity to include keywords that would help potential buyers find your products faster on the web and generate organic traffic. This (wrong) decision will certainly hurt your sales and certainly won't help you retain your virtual customers.
Not your cup of tea?
Naturally, in a multifaceted business, taking on the editor's role might seem fitting. However, delegation can be key. At Branddit, our editors specialize in crafting exceptional product descriptions. From apparel and footwear to furniture, household items, and outdoor goods, we have the expertise to create descriptions that capture the essence of your products. Tell us about your company and your products, and we will convey your passion through our words. Check out our website to learn more about our many services.
