Continuing yesterday’s topic about methods of attracting customers, today’s article is devoted to the issues of high-quality descriptions of goods on the pages of an online store. There is a misconception that people allegedly do not read texts on websites. This is not true. When it comes to buying a product, a person will study all the available information up and down. Therefore, it is critically important for the owner of an online store to ensure that the product page contains high-quality text that will actually sell.
1 Always think about the buyer!
A golden rule that many forget. If you look at a random sample of online stores selling, say, clothing, out of fifteen, only one will have customer-oriented text. The rest are a bunch of empty, meaningless phrases.
Advice: Think about the desires and goals of your potential buyers. Get rid of fluff and abstractions. When you start writing the text, understand what is so unique about the product you offer (the good old USP).
2 Forget the concept of “SEO text”
In order for search engines to love your site, you don’t need to stuff its pages with robottexts. On the contrary, you can and should publish only those articles that are written for people. But posting thousands of characters of a canvas stuffed with an incoherent set of keywords is highly inadvisable.
Advice: ask yourself the question “would I read this?”, or better yet, “would I buy this?”, and answer honestly. Don’t lie. It helps.
3 Don’t steal descriptions from competitors’ sites
“Why write your own descriptions, spend money on copywriters, if you can steal something from a third-party resource?” – this is what many chinese overseas australia database people think. And then they wonder why they can’t get to the TOP, why there are no sales. Think about it – the client looks through many sites, reads dozens of descriptions, and immediately seescopy-paste.
Advice: uniqueness is very important. It is not always achievable, especially when it comes to technical characteristics, but try to add a twist even to a standard product description by thinking up something of your own. It will work, believe me.
4 Sell the benefits and advantages
In addition to dry facts about the characteristics of the product, also describe the emotional benefits that it brings. For example, if the dress is how can ppc affect the organic results made of cotton, add that it will be comfortable to wear such an outfit even in forty-degree heat.
Advice: when you write a product description, think about what is useful in it specifically for the target audience. And what distinguishes it from hundreds of similar ones. And that is what you should focus on in the text.
5 Provide detailed information
To make a decision about a purchase, a person must be confident in his choice. In order to convince him of the correctness of the choice, provide mobile list detailed information about the characteristics of the product, reviews of its operation.
Advice: don’t confuse details with volume. The description should be specific. It’s better to write a little, but to the point, than to write hundreds of absolutely meaningless letters.
6 Write simply
The ability to write simply is an incredibly important quality for a copywriter. Because the text describing the product is not the place to demonstrate all the smart words that you know. Do not use overly complex definitions, ornate speech structures that will only confuse the visitor and make him go to competitors who have taken care to describe their product in human language.
Advice: after writing the text, reread it and delete everything unnecessary. Do this until only the most important remains. And always remember that you need to speak the same language with your target audience.
7 Remember about readability
When writing a text, you need to make sure that it is easy to read. For example, instead of a long and continuous canvas, provide the reader with a well-structured text, divided into subheadings, with numbered and bulleted lists, highlighting the most important. You can read more about readabilityHere.
If you are interested in the topic of the effectiveness of texts on your website, we recommend reading the articles“Copywriting in online stores: rules of selling text”And“Copywriting on websites: not just promotional text”.