At greatcontent, we have a wealth of experience when it comes to product description copywriting; we deliver thousands of product description orders every month to high-profile clients such as eBay, Foot Locker, AutoScout24, and AmbienteDirect among many others. Product descriptions are an important cornerstone of SEO content marketing strategies, and we know what makes them effective (and what doesn’t).

The purpose of a product description might seem simple: it’s a text that informs the reader about a product. This is only half the story, and knowing what makes high-quality product descriptions is crucial to having ones which actually increase your sales and revenue. A survey conducted by Shotfarm, a product image provider, showed that 95% of customers believe that product description content is extremely important to their online buying decisions. So, when treated as a vital part of the customer experience, these texts can be powerful. And the key to successful product description copywriting: these texts shouldn’t just inform but also sell.

That’s not to say that the descriptive role of these texts isn’t important.

What a lot of marketers may not realise is the level of detail needed in the product descriptions. Generally, the more information a potential buyer has about a product, the more likely they are to buy and repeat buy. The OneSpace blog states that 50% of online buyers returned an item bought online as the information in the product description was insufficient. The same source explains that a huge 98% of online shoppers are said to not complete an online purchase due to incomplete product information. In a nutshell: insufficient detail in a product description can mean less-satisfied customers, fewer sales, and a lower ROI of your content. You can ensure happy return buyers by giving them all the specs they need to make a successful buying decision.

What makes a product description sell?

More than just specs.

So, information is vital, but it’s also not enough. Product information may encourage the shopper to take final action and hit “Buy”, but it is not what wins them over. Product descriptions need to appeal to their readers and should be written in a tone that will well-target the intended audience and reader demographic. Effective product descriptions appeal to the imaginations of online shoppers, and the benefits for the buyer should be clearly highlighted. But copywriters shouldn’t get carried away when creating product descriptions; the overuse of extreme adjectives and superlatives will make the text seem sloppy and insincere. (Really? The “best, most amazing office chair in the world”?) Equally, empty content or throw-away phrases which hold zero informative value or relevance are likely to make a reader switch off, and you’ll probably lose them.

Search engine optimized product descriptions

Make sure the search-engine crawlers find your content.

Don’t forget that aside from its powers to inform and convince, product description copy is precious SEO content with the ability to boost your SERP ranking, especially if you have the content in multiple languages. With plenty of rich SEO content about your products online, it will be much easier for customers who want your products to find you. By using carefully selected keywords and well-crafted keyword phrases, you can draw in the customers that are ready to buy – someone searching for “shoes” is probably just browsing, but someone searching for “Jordan 3 Retro Men’s shoe” is probably ready with their card details! On the other hand, ‘spammy’ product descriptions with obvious ‘keyword stuffing’ won’t do your content any favours concerning SERP rankings anymore – it’s a fine balance to strike.

Luckily, that’s something we’re good at. greatcontent’s product description copywriting services provide e-commerce companies with appealing SEO content which both informs online shoppers and compels them to buy – not to mention improves companies’ SEO rankings by making their products more ‘searchable’ or ‘findable’. Even when producing content at scale, we make sure each product description is well-crafted to suit the marketing needs and specifications of each client. You can get a quote from us for product description copywriting today.