In this article we are going to look at how to write great product descriptions. We will also look at layout preferences and how to attract visitors from the search engines then turn them into (repeat) buyers.
The most important consideration here is the visitor. You should think carefully about the type of person the product is aimed at. Write in a natural manner to answer any questions they might have about your items at a level that they will feel engaged in and informed by. Chances are the typical visitor will have been on several sites before making a decision on purchasing and they have probably read the exact same blurb from the manufacturer on those stores - this is a great opportunity to stand out from the competition.
Gaining the confidence of the visitor is key. Purchasers will need to believe they are engaging with experts so give them as much product information as possible on a level they are going to understand and with any potential queries clearly addressed.
We have stressed the importance of providing full information about the products you are selling but that counts for little if it is not presented in a way that the visitor can view and read it with ease. Here are some suggestions on the presentation of your content
If you have written a thorough description of your product the main keywords and key phrases that search engines can pick up on should have already taken care of themselves. Just as important these days, and many will say moreso, is to answer questions your customers might have about the product. Search engines thrive on answering search queries and this is a great opportunity to give them content they love.
Ask and answer the questions in the product description that you think visitors would be interested in
Search engines are also very intrerested in fresh content. You probably don't want to be rewriting your product descriptions every month but you could leverage your users to contribute regular on-topic content.
We have concentrated on search engines here but the same applies really to social media channels too. As we said at the beginning, the key is to satisfy the user and if you can do that with good product page content, visitors wherever they come from can be turned into buyers.
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