I have a client who used to copy paste from the manufacture all the time. While it never "hurt" his SEO, it never gained anything. We started changing the descriptions on the site (30,000 plus items) and sales started going up for each item we started changing.
Think about it this way, if 10 sites selling the same product are copying the description from the manufacture it is harder for the search engine to determine which site belongs in the top spot since they are mostly the same. Having unique content will make you stand out in search.
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Spend a little bit of time writing them. The longer the better. On the websites that I do SEO work for, I spend a lot of time on them. I aim for no less than 1,000 words. it actually goes to show that you want people to have the best experience possible. Here is an example → https://superiorlabs.com/products/testworx
One thing that I think a lot of drop shippers don't do is spend a lot of time creating content around their categories. I have what I call category feature pages. I use these in Paid Search and Facebook and they convert particularly well. Here is an example. Please note that these are not the ecommerce category pages themselves → https://superiorlabs.com/pages/best-pre-post-workout-supplements.
Check out REI → https://www.rei.com/product/887400/columbia-alpine-action-insulated-jacket-mens.
I love how much content is on these and it doesn't take away from the shopping experience. If I were to base a product description design on anything, it would be them.
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This was an outline I found (my example was Nail Polish)
Product Name
Price
MFG
Hook.
Simple short question that hooks them [Problem]
Then give a statement supporting product. [Answer]
Lead into details 3 -4 sentences about product
Scarcity and urgency
High quality
CTA - Call to Action. What do you want people to do
Order today and get yours for _____. Quantity limited
Reassurance put trust badges in description put at bottom
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Most FB ads are completely reliant on ads and not seo. I'd say google a competitor and see who's showing up at the top of page one, they'll likely have good descriptions
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Hi everyone,
Just want to share one technique I learnt in writing product descriptions for your own eCommerce store. Product description is crucial in converting your website visitors into customers, especially when they are first time visitor. However, writing great product description is one of the struggle that some of my clients are having. They either do not like writing, or they just do not know what to write about.
So here's the quick tip:
Focus on the benefits, not features. It is tempting to write about the feature of the product. But that's not what the potential customer want to see. They want to know how can the product benefit him. So for every point you made in your product description, turn the feature into a benefit. Not just any benefit, but benefits that matter.
But, how do I find out benefits that really matter?
One way to do it is to look at the reviews at Amazon for similar products. Focus especially on those who gave very good reviews. Why do they gave such a good review? What problem does the product solve for them?
For example, I tried to sell manual burr coffee grinders online. There are lots of similar products at Amazon. One particular review caught my attention - the reviewer mentioned that he loves manual burr coffee grinder (as opposed to the electrical grinder) because it does not produce a loud noise which will wake his dog up every morning. That's probably not something that I will think of as a seller, but it became a strong selling point for pet owners who love coffee.
Hope that this quick tip can help you in writing better product descriptions.
Do you have any other techniques or examples for great product descriptions? Share them here.
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People write more about the product than about the problem it solves, or benefits it brings, or the feeling the customer seeks through it. People don't really care about what you sell, or about any product. They only care about the benefits it brings. Same thing with you, please notice this.
You think you like cars shapes for themselves? no... You associate those shapes with certain things, speed, prestige, female attraction... If they were had by everyone or they didn't bring those benefits, you'll say they suck...Whatever car you're a fan of.
Sometimes a car brand comes with something bold, and people say it sucks, because it's different. They believe this will cancel the benefit. In time because of the brands power, the benefit mantains, therefore people start to like the new shape, because the benefits are linked back to the new shape.
If we look at how the human brain works as it relates to behavior there's 2 factors interacting.
The contents of consciousness
The emotions attached to that content
Both are critical and interact to each other in a chicken and egg way. Whatever it's emotional becomes too of mind and whatever is top of mind becomes emotional.
But what really makes content emotional?
Benefits, whatever they believe they can get out of your product. This is closely related to content that's already in their mind.
The simplest are the messages related to what the person already identifies as, problems, topics or products he already searches for.
So, our work as ecom sellers is to figure out what kind of mind is looking in a search engine query and what kind of decision-making process and goals are active in the person. If we know that are, we study what is available, when can make our product stand out in that customer profile.
Stop writing about your product as if the person buys it for itself. Nobody buys anything for what it is, they only buy outcomes it brings. As the saying goes, sell the sizzle not the steak.
Research who you’re going to target, so you know what that outcome is, and make it clear and memorable so people get emotional and retain the message. When people retain it, even if they don’t buy now, they will consider it.
If your product solves a problem, go into detail about it with a story. What is the scene the customer is in? How the problem came into being? How does the prospect feel? and finally how your product solves the problem and the outcome it provides, physically and emotionally.
If you sell clothing, jewelry and other types of accessories. These products have all the same use, but they appeal to certain lifestyles and identities people want to take.
What does your customer identify or wants to identify as by using your product? If your message doesn’t tell that it will not be noticed, if it tells an identity the prospect doesn’t want your product will get rejected. But if your product tells the desired identity and desired state, your product can get noticed.
If you have some insight to add share it below!
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