How to write compelling product descriptions that increase your search engine rankings and improve your conversion rates.

As anyone worth their salt in the eCommerce industry knows, differentiating your company from the competition is essential. Be it competitive pricing, excellent customer service, special promotions, or a unique niche, your company must aim to gain a unique competitive advantage to outsell your competition. However, despite most companies’ efforts to be unique, many eCommerce sites seem to conform where they really have the chance to shine…in their product descriptions.

It’s too easy to just grab production descriptions directly from the manufacturer’s website and stick them on your site, especially if you have a large inventory. In fact, it’s so easy that most of your competitors are already doing it! After all, who wants to spend all of that time writing product descriptions when there are so many things that need to be done?

The answer is anyone who wants to increase their search engine rankings, up their conversion rate, and most importantly raise their bottom line. Here is why writing your own product descriptions will benefit your eCommerce business:

• Unique product descriptions help your natural search engine rankings. Search engines like seeing unique content. If your site has the same descriptions as five others then chances are your site won’t be ranked nearly as high as if your descriptions were unique. By writing your own descriptions you also get the chance to include keywords which will help further improve your rankings.
• Writing good product descriptions can increase your sales. Chances are stock descriptions will get mediocre results. You can use what you already know about your customers to write eye catching descriptions that make more people likely to buy your products.

Hopefully higher conversion rates and better search engine rankings are enough to convince you that writing your own product descriptions is more than worth the time it takes to write them. Here is how you can write some really compelling copy for your products:

• Write short and concise descriptions. There is no need to write an essay about each product write a short, enthusiastic paragraph that gets visitors wanting to buy today.
• Make your product special. Explain exactly what the features of your product are from the perspective of “what can this product do for me?”
• Aim to inform. Rather than a straight sales pitch, tell customers how the product can be used or provide handy tips and recipes for getting the most out of a product.
• Use your keywords for high search engine rankings. Hopefully you are already targeting keywords where you want to be ranked highly. Use these words in your product title and descriptions and watch as your rankings soar.

Depending on how many products your eCommerce company sells you might consider getting outside help to write up all of your descriptions. Luckily, as long as you follow the above rules anyone should be able to write excellent product descriptions and start seeing results right away.

Tags: Competitive Advantage, Copywriting, eCommerce, Online Marketing, Online Selling, Product Descriptions, Search Engine Optimization, Search engine rankings, SEO