How To Write Ecommerce Product Descriptions

Whether you are using a free ecommerce website builder or a site that has huge amounts of cash invested in it, you’ll still need to get product descriptions perfect if your going to get the optimum sales volume possible.

Although the task may seem daunting, ecommerce store owners are lucky. Many stores have 1,000s of products online, with the ability to access and upload 1,000s more, if they ever get the time!

Unlike service businesses, ecommerce store owners have the ability to optimise not 10 pages, not even 50, but thousands. Creating great copy is one of the hardest aspects of this business after you build your own ecommerce website.

Why you aren’t optimising your pages and have poor quality descriptions

  • There are too many
  • It takes too long
  • You don’t know where to start
  • The manufacturer knows best

Why you should optimise your pages with quality ecommerce product descriptions:

  • Google penalises duplicate content
  • Increase SEO
  • Allow potential customers to understand the benefits
  • Boost conversion rates

How to write ecommerce product descriptions

Ecommerce product descriptions can be tricky. The writer needs to be able to incorporate lots of points, but also be written in a way that persuades the consumer to act.

Features that should be incorporated:

  • Function – What does it do?
  • Explanation– Function, in more detail
  • Features – How is the function created?
  • *Comparison – How is it superior to a comparative product?
  • Technology – The “wow” factor
  • Benefits – What will it allow the customer to achieve?
  • Brand, Model, Keyword
  • The list goes on!

*Used for new products that the customer might not have heard of. Other cases might be those products that are established in the industry, but utilise new technology.

Regardless of the structure that is used, try and stick to that structure. Once one of the product descriptions has been read by a potential consumer, they will easily be able to find what they need, when they look at other products. The structure can be altered, but try not to change it completely.

An example template can be used as a rough guide. Obviously it will need adapting depending on the niche and product.

The {Brand} {Model} {Keyword} is designed to {Function}. It enables {Function} to {Explanation} much better than similar products such as {Comparison}.

Features include {Feature}, {Feature} and {Feature}. Combined they enable {Brand} {Model} to offer {Benefits}.

Using {Technology}, the {Brand} {Model} {Keyword}.

If you are using free ecommerce software it’s likely they’ll explain some alternative methods to writing these descriptions during your induction

Resource:

If you are still in the developing and planning stage of your store, WordPress allows people to learn how to make your own website for free. Once you’ve setup the site, you can then install eCommerce plug-ins which will make it into a functional store!

Jason

Jason

I'm an internet Marketer with a love for online business. Get in touch if you need a helping hand with Internet marketing, SEO or Business

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