Writing content for your website can be daunting, and can even seem repetitive at times, but it is one of the most crucial foundations of your SEO strategy to ensure that you are delivering the right audience to your website. Why is that important? The right audience are those more likely to convert, and boost your sales. 

The use of keywords throughout your website is critical, and when used correctly can be a key tool to boost your appearance on Google and outrank your competitors. And making sure potential customers end up right where they want to be, delivering them right to the product they are searching for is a simple strategy to implement. The best way to do this? Create SEO-Friendly Product Descriptions for each of your products. 

A couple of sentences describing the product itself in its most basic form is not going to do you any favours – especially if it’s a direct copy from your supplier – and most likely will not persuade any potential customers to click that ‘Add to Cart’ button.  

So let’s take  a look at some of the most effective strategies you can use to boost your Product Descriptions, to please not only your customers, but Google as well.

Objections

Your Product Description is the perfect place to address any objections your customer may be experiencing when it comes to purchasing your product.  Consider reasons they may hesitate to purchase e.g. price, not sure if they need this item etc. and address these potential objections or questions in your description. This will give you more authority, build trust, and persuade customers to complete a purchase.  

Features vs Benefit

Listing the features of your product is an important element of your description, and should definitely be included. However, take it one step further, and also include the benefit of this feature for your customer. Why will this feature make their life better/easier? How will this product transform/improve them? What will they get out of purchasing this?

Writing Style

Length is really important – and for SEO purposes, longer content tends to work better, however you don’t want it too long that you lose the interest of your customer, or include irrelevant information. Keep the sentences short and concise, sticking to the most important and valuable points only. 

Keep the language and tone similar to your brand, make it sound like you and in keeping with the rest of your site. You want the description to sound authentically you, rather than a copy and paste from a different website. 

Technical Information

Whilst including all of the above will boost your SEO ranking, and your conversion rate, be sure to remember the basics and include specific technical information and details on your products, such as materials used, size, quality of the product, weight etc. 

Try not to focus just on the volume of traffic coming to your website. That number doesn’t mean a thing if it’s the wrong type of people that are finding you. So spend some time, do your Keyword research, implement it on site, and it will make a difference to your bottom line – promise! Looking for a deep dive into your website, to make sure you’re getting it right? Take a look at my Website Audits and take a step forward today.

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