Since the rise of web technologies, various optimization methods have allowed online businesses to thrive and survive. Search Engine Optimization is one of the services that millions of e-commerce websites utilize, selling several types of products. However, as a viewer or a consumer, you will always come across one website that ranks higher than its counterpart in search engine results. In a parallel world, if you are running an e-commerce website, try to identify the ways through which your competitor has managed to rank above you.
On e-commerce websites, the driving factor not just revolves around the product but its description as well. In short, content plays a vital role in determining the search engine rankings of an e-commerce website. When it comes to structuring the product descriptions, it should not be formally written. Let’s take a look at how Apple describes its MacBook Pro.
“Designed for those who defy limits and change the world.”
Who would not want to change the world by defying limits? This is why you should not underestimate the capability of the best product description and the destructive nature of a bad one. A structured and engaging piece of content can enhance SEO, boost the product’s appeal, and increase sales, while bad ones can lead to low conversion rates, high return rates, and poor reviews. Jerry-built content can significantly hinder your e-commerce business. One of the research pieces states that 59% of shoppers will not travel across a company’s website if it comprises grammatical errors or typos. Remember, writing product descriptions is more than engaging with good English.
Here is a rundown of five product description mistakes you need to avoid at any cost if you want to thrive in the e-commerce sector.
1. Writing Lengthy Descriptions.
One of the significant mistakes while writing a product copy is writing a lengthy description. Since you know your product inside-out, you do not have to engage in detailed or lengthy descriptions, making the shopper run for the hills. There are several ways to make the copy a bit easy for a viewer to digest. Make sure that you write paragraphs, subheadings, and bullet points to make a description visually appealing. Alternatively, you can invest your time to incorporate click-to-spend sections, enabling visitors to choose and pick the information they would like to ignore and read.
2. Adding Manufacturer Descriptions.
There’s nothing wrong with using the manufacturer’s description. The only problem with it is that such descriptions are monotonous and do not have an engaging whisk. Furthermore, companies selling the same product use the same description, which, in turn, adds to duplicate descriptions. If you follow the same structure, know that Google observes your website the same way as it sees your competitors, making it difficult for your site to rank. If you are selling hundreds, if not thousands of products, investing in content is imperative for your e-commerce website to rank high in search engines.
3. Neglecting Keyword Research.
Looking to increase the traffic on your website? Ensure to incorporate keywords that potential customers are searching for. By following such an exercise, you can include the keyword in description, title, and content to boost the page’s traffic and relevance. For instance, you have light bulbs on your e-commerce website. Optimizing the product type for “incandescent light bulbs” could make a significant difference between showing on the result page and never being witnessed at all.
Moreover, proper keyword research can provide worthwhile ideas on benefits or features you might want to include. In the end, make sure that you do not stuff keywords and over-optimize keywords on product pages.
4. Writing Boring Content.
Not writing boring product descriptions doesn’t mean adding over-dramatized deliveries and flowery language. You can make it peppy, keeping in mind the audience your website is catering to. It is vital to know about the products your customers love and how the products will change their lives. A table is not a rock ‘n’ roll product, but when a writer considers the impact it will leave on a customer, start adding exciting lines. Try to make the descriptions fall under mini descriptive stories.
5. Ignoring Legalities.
Choose the words and phrases carefully while writing product descriptions. If you are using known descriptors in the content, check if they are not trademarked. Infringing another brand is illegal. As a result, before getting into such a zone, consult a legal expert on manipulating the language to make it read and sound right.
Final Thoughts
Avoid such mistakes, rake ample time, and write thoughtful, engaging, and sales-focused descriptions for your online store’s products. If you have already written product descriptions, take out time to revisit and rewrite. Remember, people love to connect their thoughts with products before making a purchase. And, if you have succeeded in finding that connection, the sky’s the limit.
