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Product descriptions are actually a great way to increase brand awareness and help new customers find your store. By including creative storytelling aspects and SEO keywords within your product descriptions, even a casual browser may find your store and be instantly able to understand your brand and its core values. Alongside increasing brand awareness, fully optimised product descriptions can help generate more sales, lower refund rates, and build customer trust. We recommend taking the time now to look at your product descriptions and develop your own checklist to ensure they include what you want, what is needed, and what is actually beneficial.
To begin your product description, consider the core details that customers will always be looking for as your base. For example, you should always include what the product (garment) is, the material composition, the overall fit of the garment, what size the model is wearing, and what season it may be from. Vital information such as this gives the reader a general overview of the product. Once you cover the essentials, now is the time to get creative and deliver those features and what benefit they have to the customer in your own brand voice to ensure the reader can fully understand the pieces’ features.
Here’s an example, imagine you’re in a store and the salesperson notices you pull out a t-shirt from the rack and they tell you about the features: “It has a ribbed neckline, it’s made from 100% cotton and it fits a bit short.” That in itself really isn’t overly interesting and I doubt that would really compel you to buy. What if the salesperson approached you like this: “That t-shirt is made from 100% cotton that we sourced from a local textile company, we opted to go with a thicker ribbed neckline so you can really feel the hug of the t-shirt on a cooler day. Also for the fit, we brought up the length so it’s slightly shorter giving you more options to style it with other items in your wardrobe. I love it with these pants and boots for a more casual daytime look.”
This is how you should think about your product descriptions, essentially they are the salesperson in the store selling your items. Think about your customer and who is reading the description. Being descriptive, creative, and telling the product's story are all elements of educating customers, increasing unique value propositions, and offering a solution to a problem.
As mentioned earlier while it is important that your customer connects with your brand through the product descriptions, it is equally important to consider your SEO - this is what helps organic traffic from search engines such as Google get to your website when searching a keyword.
Google and other major search engines scan your website and having more relevant content, strong keywords, and a functional website will increase your ranking within the search listings. To improve your SEO within product descriptions be sure to include keywords relevant to both the product and your brand. Consider adding the brand name, colour of the product, detail about the product type i.e a strapless dress, an a-line dress, and even talk about the different ways the product can be used or worn i.e perfect dress for a summer bbq. Having this information highlighted within your product descriptions can aid the SEO for your website but it is essential that you do your research to see what your target audience is searching for, what your competitors are doing, and what you can cohesively present to your customer within a description.
Writing the perfect product description takes time and refinement. Start by building a checklist of what you need to write and what you want to write. Ensure you have the core essentials to start with, and then expand through storytelling to share the key features and benefits that relate to your overall brand. Be mindful of who your target customer is, and what they will be searching for by including key terms and phrases to help improve your SEO. There are many guides out there on how to write the best product description, all with valid techniques and structures - but you know your brand, and how to sell your products to your customers, so develop your own checklist with these key features and give it a go.