One of the most important things about a website is the product or service descriptions. You may have heard the saying “content is king” and it absolutely is when it comes to product descriptions. The descriptions are a major factor in helping your website rank high on search engines, so it is critical to create them to benefit your website. Some companies will add product descriptions that are straight from the manufacturer’s description or give a generic service description, but this won’t help your website rank or help with sales or making the phone ring. So today’s blog will discuss the Top 3 Dos and Don’ts of product descriptions.

Top 3 Do’s for Product Descriptions:

1. Target Market Language: When creating the product description, be sure to do some research first on your target market. Be sure that you completely understand who your market is and how they communicate. In other words, are there slang or jargon terms that are used to describe your product/service? What words does your target market use when they are searching for your product? These words or phrases should be incorporated into your product descriptions. That way when they search, you have relevant material that will help search engines rank you for those specific works and phrases.
2. Details: Don’t you hate when you think you found what you are looking for, but then when you read the description of what it is, it doesn’t provide you enough information to persuade you into buying the product or service? When creating product descriptions, be detailed about what it is, what it can do for your target customer, how it can fulfill their needs or desires, how it can be used, and why they should buy it from you instead of your competitor. The more details, the better. That way your target customer is comfortable with making their purchase with you because they know everything all about the product or service they are getting and they aren’t left with questions.
3. Relativity: When describing the products, it’s good to use relative situations of when the product or service would be used. It helps creates that link between you and the customer. For instance, if you sold a waterproof camera that had fog resistant lenses, it would be good to mention this in your description. Something like “Ever had a waterproof camera that fogged up? Our camera is not only water resistant for up to 100 feet, the lenses are fog resistant in any temperature water!” This description not only provides details of what the product’s features are, but also adds relativity for your target market to relate to.

Top 3 Don’ts for Product Descriptions:

1. Keyword Cramming: Have you ever been to a website and seen a product description that has no sentences, no grammar, but a list of keywords separated by commas to describe the product? This is a huge no no! Google’s algorithm can penalize your website for keyword cramming because descriptions and text need to be original text that is used  in a natural manner like sentences. Plus it’s not very helpful for someone looking to purchase the product since it provides no details other than keywords.
2. Manufacturer’s Description: It is extremely important to create your own product/service descriptions. If you copy a description from the manufacturer or another website, your website can actually be penalized and rank lower on search engines. Plus it’s a copyright infringement. So be creative and write your own! The unique and original text is what makes websites flourish.
3. Blah Blah Blah: Remove all the fluff that you are trying to use to spoof up your description. Things like “our number one selling,” “award winning product,” “consumer’s favorite,” “best in the industry,” blah blah blah. Come on, you know that when you read things like this, it’s not believable and it’s one more step from allowing you to get to the part that you really want to know about. So eliminate all the blah blah blahs and keep it relevant, keep it detailed, cut out all the fat, and be straight to the point.

If you are creating new product descriptions or revamping your current ones, be sure to use these tips to help your website rank better in search engines and close the deal with your customers. If you have any questions, feel free to leave us a comment. If you need assistance with creating original copy for your product descriptions, please contact us today!