If you have a retail or eCommerce website with a large inventory, it’s a good idea to provide your readers some clarity, through the use of original product descriptions.
This can be a mammoth undertaking, depending on the size of your inventory, length of each description, and the amount of research involved. If it’s not something you’re looking to tackle yourself, it may be time to hire a product description writer.
Don’t skip this vital step. Readers that land on your website crave information. It’s up to you to describe the subtle differences between the items in your inventory.
Here are four ways that quality product descriptions can help your business:
Increase Your Sales
Good product descriptions move inventory. They compel readers to make it all the way through your sales funnel. They draw people to stop becoming spectators and start acting. They do this by consistently providing value and entertainment with a strong call to action.
Boost SEO
Search engines crave information. When you’re providing hundreds or thousands of pages of quality content, it bolsters your rankings. You become a visible resource online, which is important for any business. You can optimize your product descriptions by using keywords for the terms you want to rank for.
Keep Readers On Your Site
Readers crave content. When you’re providing consistent content about your offerings, it will keep readers on your website for a longer period of time. Nothing is more frustrating than needing something, and then realizing the site you want to buy from provides no information about the unique product.
Solve Readers’ Problems
A good product description is not about you. It’s not about your pitch to sell the product. No. The days of the hard sell are over. Instead, they need to provide value. A good product description shows the reader how your product can help them solve their problem. It’s important that these descriptions are aimed at your customer. When they win, you win.
Conclusion
It used to be enough to simply use the manufacturer’s description of a product. Nowadays that will make your site indistinguishable from your competition, and could result in search engine penalties. You’ll want product descriptions that make your site pop. They’re well worth the investment.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
