Are you writing your product descriptions in a way that pushes customers to go through the steps in the buying cycle that lead to repeat business? Or are you just phoning in, thinking that product descriptions don’t really matter as much as people say they do?
Well, we’re here to tell you about your product descriptions and why they are so important to progressing customers into the phase of the buying cycle where they actually make a purchase on your website. Not only are product descriptions good for persuading customers, they are also important when it comes to your websites SEO (search engine optimization). We’ll briefly discuss that subject in today’s blog post as well.
Let’s get to it!
Buyer Persuasion
Have you ever been shopping online, saw a cute outfit or attractive looking suit, and bought it without even thinking? While some of us may have, others are more inclined to ask questions first. We need to the product to convince us that we need it. That’s where good product descriptions come in.
In the buying cycle, there are a number of stages that the customer has to go through. Usually, the buying cycle goes through these steps: awareness of needs, research of products, comparison of products, purchase, and then retention. Product descriptions help with steps two and three and ultimately lead to step four, purchasing.
Details
Give me the deets! Customers are curious, and many times, they’re looking at your product descriptions to see things like: where the product was made; if it’s organic or natural; if it’s clothing, what material it’s made from, if the sizes run bigger or smaller than average, etc.
Adding accurate details of your products gives your customers a better understanding of how exactly their money is being spent. After all, an online store might be more convenient, but you can’t test out products and examine them up close like you’d be able to do at a brick and mortar store.
Be clear, be concise, and be exciting with your product descriptions.
Improved SEO
Do you know about Search Engine Optimization? One of the key components of improving your SEO is using keywords on your website that are related to your industry or business. Those keywords help search engines, like Google, pull up your website when people search for things online, and they can help your website “rank” higher than other websites in search results.
When writing product descriptions, keep in mind specific keywords that you can use to boost the search engine ranking of your products. For example, if you’re a boutique or another type of online retail store, you’ll want to include descriptive words for your products, such as the color and type of clothing, the materials used to make it, where it was made (Made in the USA), etc. These words help people find your store when they search for things like “dresses made in the USA near me.”
Images can also be optimized for keywords (in the meta information and alt tags), but it’s really the content of your web page that helps to rank it higher in search engine results.
Make sure you’re paying attention to how you write your product descriptions. They’re more helpful to your online business than you might think.
Leave a Reply