A lot of ecommerce businesses these days take an "if you build it, they will come" approach to their business. They assume that they can succeed by just by having the right products and decent prices. And while the right offerings can carry a business, they don't just sell themselves. Business owners have to put real effort into selling them. This means doing online marketing, offering exceptional customer service, having a flexible return policy, and having killer product descriptions!
Product descriptions are probably one of the most overlooked areas for an ecommerce business. Many owners simply get descriptions for products from their suppliers or manufacturers, or task an intern with jotting down some copy to get something on the site. This is why some product descriptions read more like a grocery list than a compelling piece of copy. Unfortunately, many online businesses have forgotten that a product description is an opportunity to tell the story of that product, not simply a field that has to be filled.
So, as it stands right now, what do your product descriptions really say about your products?
Product descriptions are probably one of the most overlooked areas for an ecommerce business. Many owners simply get descriptions for products from their suppliers or manufacturers, or task an intern with jotting down some copy to get something on the site. This is why some product descriptions read more like a grocery list than a compelling piece of copy. Unfortunately, many online businesses have forgotten that a product description is an opportunity to tell the story of that product, not simply a field that has to be filled.
So, as it stands right now, what do your product descriptions really say about your products?
Basic
Using stock product descriptions tells shoppers that your products are stock as well. All of the content on your site should be unique, and your product descriptions are no exception! Failing to put your own spin on your product descriptions leaves your offerings looking undifferentiated from your competitors. (It also hurts your SEO efforts, but that's another topic for another day.)
Instead of using someone else's words about your products, use your own voice. Tell shoppers how your products should be used, what their best features are, what they're compatible with, what kind of guarantee they come with, or anything else that people might want to know. Simply put – tell people why your products are so great!
Sure, writing unique descriptions might sound overwhelming if you have a large number of products, but you can always crowdsource the job by asking existing customers to give you product feedback. Or, you can hire a professional copywriter or marketing agency to write a bunch of product descriptions for you to take the job off your plate.
Boring
Don't simply tell shoppers what your products are, tell them what your products can do! A bulleted list of features or specs isn't enough to convert shoppers into buyers. You have to let shoppers know that the things you're selling will enrich their lives in some way. Sure, you still need the nitty gritty details of what your products actually are, but as the old saying goes "sell the sizzle, not the steak." Focus on the intangibles that set your products apart and make them meaningful to your target audience.
This is a great opportunity to make use of lifestyle marketing to enrich your product descriptions and make them more exciting.
Unmotivating
Some product descriptions look fine on the surface – they're thorough, they're unique, and they're accurate. But even these descriptions can fall short if they don't actually motivate shoppers to buy. Don't forget that every element on your product pages is a component of your product description, including the call-to-action and sale info. Tell shoppers to buy and tell them to do it quickly. Provide inventory stock information, sale prices, applicable promotions, and any other elements that will convince your audience to complete the sale.
Need some (or all) of your product descriptions written? Contact us today! We'd love to turn your products into selling machines!
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and son and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!
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