Many e-commerce sites rely on product descriptions from the manufacturer to sell their products. And while those descriptions may be accurate, they are usually little more than a list of specs and a few fluff phrases, which don’t really compel a person to by. What’s even worse is that every other website that sells those products has access to the same product descriptions, meaning your site could encounter a duplicate content issue. E-commerce site owners should create unique product descriptions for each individual product. Here are four tips to do it:
Focus on what’s unique about your company.
If you are a reseller or distributer, what makes your company any better than the dozens of other websites out there selling the same products? Why should a potential customer buy from your website and not one of your competitors? Spell it out in the product description. Maybe you can offer unique incentives like a lifetime guarantee or free shipping on orders over $50. Maybe you offer better customer service than any of your competitors. What are you offering, in addition to a great product that will make your website stand out?
Include a call-to-action.
Tell shoppers to “Buy now!” or “Order today!” Let them know exactly what steps you want them to take next and make it easy for them to do so. You want to make sure your call-to-actions jump out at the consumer, so make them bigger or bolder than the rest of the content on the page. Maybe even create a button that lets people click directly to the page where they can place their order. You want to create a sense of urgency in your shoppers so they don’t abandon your site. Once you lose them there is no guarantee they’ll come back to finalize their order.
Target long tail and branded keywords.
For individual product pages, not the high level category pages, a great way to drive targeted traffic is to go after long tail and branded keywords. Don’t just target “bedroom set,” target “4 piece solid oak bedroom set.” Include product model numbers or brand names to hone in on those searchers that are looking for a very specific item and are more likely to convert. While long tail keywords may not get the same search volume as some of your broader keywords, they do attract a more targeted visitor. Plus, your high level category pages should be where you target those broad keywords. You don’t want to make your deeper, internal pages compete by using the same keywords.
Write 25-50 description “formulas.”
Depending on how large your e-commerce website is, you might have hundreds or thousands of products. Even if it only takes you 10 minutes to write a new product description, you could be looking at 100+ hours of work. Save yourself some time and aggravation and create 25-50 descriptions that you can plug different keywords into for different products. By adding unique call-to-actions to each description, as well as using differing keywords, you’ll keep the content unique enough to satisfy the search engines but save yourself some time. Pick a different formula for each page to keep from repeating them too frequently.
In conjunction with good photos, demonstration videos and client testimonials, unique product descriptions can have a huge impact on your ecommerce SEO as well as your overall conversion rate. While it may be time consuming to do, it is well worth it in the end.