So you have an online store and some bright and shiny new products just arrived and need to be added to your ecommerce site. You are a bit pushed for time, so you head over to the manufacturers website and “borrow” the product description.
What’s wrong with that?
Firstly there’s copyright.
While some manufacturers may allow their retailers to use the descriptions and images, others may not. So it is important to make sure you gain permission to use images and descriptions. But there’s another reason you should write your own product descriptions and that is Google. Google loves fresh new content and unique product descriptions gives Google something new to crawl and it also helps your store stand out from the crowd.
From experience, customers can get blasé if they read the same information over and over again on the same product, however if you write a description that has a “fresh take” on the product with additional information and images, your chances of getting that sale improve.
So where do you start with your unique product descriptions and what do you include?
Images, more than 1 from different angles. If a product is boxed, photograph it in the box and then remove it from the box and photograph it from front, back and side views, maybe include a lifestyle image where you show the product being used. And don’t forget video, it allows customers to almost have a virtual “feel” of the product.
Now for the part most people struggle with; the words.
While the product out of its packaging, take a good look at it;
Here is a list of things to consider when writing your description.
- What is the products physical size?
- What is it made from?
- Is it dishwasher safe?
- Machine washable?
- Microwave safe?
- Is it suitable for children? If so what ages?
- If multiple colours, what are the colour choices?
- If it uses batteries are they included or not – what size batteries?
- If a chargeable gadget, how long to charge it and how long does the charge last for?
- Does it have more than 1 use?
- Is it suitable to be used indoors or outdoors?
- Any safety advice?
Explain in your initial description, what it is and what it is used for and how it can be used. Who is the product suitable for? Plus address the customers’ need – why do they need this product in their life.
It sounds like a lot of work, but once you’ve written the first one or two product descriptions, you may find it easy to get into the groove of writing product descriptions.
The best thing is no-one else will have what you have written, so when a search engine crawls your site, there will be some wonderful new and unseen content and customers will like the additional information that may not be available from the manufacturers description that has possibly been used on many other websites. Your unique content may also help your site to rank better as Google may be less likely to penalise you for Duplicate Content.
If you are finding it hard to get into the swing of writing the words or even photographing/videoing the products, it may be quicker to outsource these areas of your business. Find a local photographer/videographer that may either photograph at your premises or has a studio.
As for the words, find a copywriter with experience in this area of writing. The copywriter you engage should have a good knowledge of SEO and how to incorporate keywords in the descriptions and be able to adequately describe the product.
Do you write your own product descriptions? Are there any other points that you feel need to be added to a product description?