Some people fail to realize just how hard it is to establish a business presence online. If you are in the business of selling various goods, you have to find a way to attract a new audience. Having an ecommerce website built, or even buying an existing one, is important if you want to have long-term success. When having your website constructed, there are a variety of things you need to focus on to ensure it connects with prospective customers. Your product descriptions are one of the first things a visitor to your website will notice. Read below to find out what you can do to write product descriptions that sell.
- Who is Your Target Buyer?
Before you can write the first line on a product description, you need to know who you are marketing your products to. Failing to know who your audience is will lead to you missing the mark when it comes to your product descriptions. This process can be made quite a bit easier if you purchase an existing ecommerce website through a marketplace such as Exchange by Shopify. Websites on platforms like these are often already targeted to a specific niche.
However, if you are building your own website from scratch, you are going to need to figure out who your target audience should be for the products that you are selling. To do this, you may want to a take a look at a few of your competitor’s websites. While you need to avoid directly stealing the tactics they are using, you can certainly learn a few things about how to engage with your audience. Once you have a grasp on who will be reading the descriptions, you can target the language you use in them to suit this audience.
- Let Your Audience Know About the Features and Benefits Your Products Have
The last thing you want to do is bore your reader with long and industry jargon filled product descriptions. If a person becomes disengaged within the first few seconds of reading your descriptions, then they will usually leave your site and go to one of your competitors. Getting right to the point is your best course of action when it comes to these descriptions. Making a bulleted list of product features and benefits is a great idea. With these bulleted lists, you will be able to provide the reader with the information they are looking for with ease. The product descriptions you write should be easily scanned and packed with information that the reader wants to know. If you are unsure about how to write these types of descriptions, you may want to work with professionals. They will be able to help you find your company’s voice and then create descriptions that your audience will love.
- An Engaging Tone Goes a Long Way
Are your product descriptions going to be funny, serious or informative? Choosing the right tone of voice for these descriptions is something you have to think about. Not defining the tone you will use can make your descriptions miss the mark on a number of different levels. Oftentimes, the tone used in these descriptions will reflect the audience they are being written for. If your audience is younger, for example, then using the power of humor is a great idea. For older audiences, getting right to the point and providing them with facts about your product is the key to success.
- You Need the Right Keywords
Getting your website to the top of powerful search engines like Google will require you to use a variety of industry-specific keywords in your product descriptions. Without the right keywords, you will find yourself in no man’s land when it comes to search engine rankings. With the help of a copywriter, you can find out information like what keywords you should use and what density is best suited for the marketing goals you have. Failing to get this type of professional guidance can lead to a number of costly mistakes being made.
Getting the right product descriptions in place is essential for ecommerce success. This will be any potential customer’s first impression of your product, and these descriptions are just as important as the visuals. Even if you have to pay professionals to write them for you, it will be well worth it in the end.