20 Reasons Why You Need Unique Product Descriptions


Once you’re organising or optimizing an ecommerce web site, you’ve received tons of issues to maintain observe of, like a marketing strategy, pricing, images, design, advertising and marketing.

After all of the set-up, it’s simple to disregard the merchandise you’re promoting, that are the true star of the present.

I’ve seen numerous web sites fail their merchandise in a single frequent means: by not writing highly effective, distinctive product descriptions.

Folks genuinely battle to put in writing copy that isn’t boring or generic. However you don’t must be J.Okay. Rowling to put in writing good copy.

In the event you simply give attention to writing distinctive product descriptions, you’ll put your ecommerce web site nicely forward of the competitors.

Listed here are 20 the reason why you want distinctive product descriptions in your web site.

1. Larger Search Engine Rankings

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

In case your content material duplicates, steals, or borrows closely from different sources (like copy and pasting textual content from a provider), you’ll damage your rankings.

Your web site might rank greater, or the provider’s web site might rank greater, or any variety of comparable websites which have duplicated the copy may rank greater.

In the event you’re not producing distinctive product descriptions, you’re taking a bet.

There isn’t an official penalty from Google for duplicate content material. Nevertheless it muddies up the waters and impacts your search engine rankings.

That’s vital sufficient to make it price your time to generate your individual unique product descriptions.

2. Elevated Natural Visitors

The primary level, greater rankings on search, can typically result in extra natural site visitors.

However distinctive product descriptions have a broader impact in your natural site visitors.

Think about this instance:

Say you’re an internet espresso vendor.

You possibly can both have generic copy that talks a bit concerning the taste and roast.

But when your product descriptions are distinctive and optimized across the particular facets of your espresso – meals pairings, areas it’s grown, ideas for brewing – then you’ll seize individuals whose search intent focuses on these issues.

You solid a a lot wider internet.

Making unique, high-quality content material that provides worth to guests is a constant solution to enhance natural site visitors.

3. Elevated CTR on SERP

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

Your product descriptions don’t simply promote the merchandise in your web site.

They will promote your web site itself to potential guests.

Once you write distinctive product descriptions, your web site stands out on the search outcomes web page.

The SERP is one place the place intelligent, concise copy can convey a large return in your effort.

Google solely shows as much as 50 to 60 characters to your title and as much as 160 characters to your snippet.

That’s shorter than a tweet.

Whilst you ought to use the related key phrases, don’t simply “stuff” them in.

Be sure that your titles and descriptions are distinctive and frontload essentially the most pertinent or engaging facets of your merchandise.

Providers like free delivery are additionally price together with if there’s room.

4. Cut back Prices of PPC Adverts

Once you write distinctive product descriptions, you can too write higher, extra distinctive pay-per-click adverts.

Conversely, should you’re utilizing unoriginal or inventory product copy, your PPC advert copy will probably be restricted.

The crucial issue right here is your adverts’ high quality rating.

By bettering the relevance of the bid-upon key phrase to its advert group, the touchdown web page expertise, and the relevance of the advert textual content, you may cut back your PPC advert spend significantly.

Distinctive product descriptions have an effect on all three of these components.

They affect what key phrases you bid on and their relevance to their web page.

In addition they have an effect on the touchdown web page expertise.

5. Higher Touchdown Pages for Adverts

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

Talking of touchdown web page high quality, distinctive product descriptions could make higher touchdown pages for adverts.

This enchancment isn’t the identical because the touchdown web page expertise that Google outlines, which incorporates issues like quick load instances and cell optimization.

A greater touchdown web page for an advert additionally means copy and design meant to seize this site visitors that you just’ve paid for.

Your product descriptions can embody persuasive copy that’s geared towards guests coming from paid search.

In the event you’ve completed the work to seize searchers’ intent with the advert, you need to meet their expectations as soon as they’re in your web site.

6. Assist Your Key phrase Technique

Your key phrase technique is the inspiration of your basic Website positioning technique.

It helps you seize site visitors by means of search intent and plan your paid search advert technique.

Researching and implementing a key phrase technique is a cornerstone follow.

But, should you attempt to match up a key phrase technique with content material that’s not written to accommodate it, your complete Website positioning plan will probably be constructed on an unstable basis.

It is advisable to make sure the content material in your web site matches up nicely along with your key phrase technique.

7. Get rid of Duplicate Content material

Duplicate content material is a vital watch-out for on-site Website positioning.

It impacts most of the factors listed up to now, like search rankings, PPC advert value, and touchdown web page high quality.

As such, it’s a wonderful metric to optimize towards in and of itself.

You must optimize your web site to have distinctive content material as a rule, however when money and time are tight, it may be seductive to make use of inventory product descriptions.

Resist this urge.

8. Decreased Bounce Charge

Bounce charge is without doubt one of the greatest measurements for the way nicely your product descriptions meet a possible purchaser’s expectations.

Unhealthy copy or content material that doesn’t match up nicely with the title and outline on a SERP are frequent the reason why an internet site has a excessive bounce charge, too.

Distinctive product descriptions can cut back your web site’s bounce charge, reducing down on the dreaded “pogo-sticking” phenomenon.

9. Enhance Return Guests Charge

Each enterprise loves repeat prospects.

This truism is much more true for on-line retailers.

Return guests are 70% extra possible so as to add a product to their cart and full purchases 75% extra usually.

Leveraging distinctive product descriptions improves return visits.

In truth, solely 8% go to a model’s web site for the primary time with an intention to purchase.

By writing distinctive, attention-grabbing copy, your web site will make an impression.

It makes it simple for guests to easily seek for your organization title or one thing they keep in mind from the product description to search out their means again.

10. Extra Conversions On-Web site

It’s not an excessive amount of of a generalization to say that inventory product descriptions aren’t nice.

And even when they’re well-written, they’re not optimized to your web site structure or purchaser funnel.

Writing distinctive product descriptions takes your e-commerce web site to the subsequent degree.

You possibly can converse extra successfully to your conversion methods and combine your web site with the remainder of your advertising and marketing.

11. Scannable, Skimmable Textual content

Your product descriptions ought to virtually at all times be quick and to the purpose.

Customers don’t learn.

They skim.

In case your product descriptions aren’t written with this in thoughts, you received’t seize practically as many conversions as you need to.

12. Stand Out From the Competitors

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

In case your rivals all drove white Toyota Camrys and also you drove a purple Tesla Mannequin S, which do you suppose passersby would discover?

The reality is, many merchandise are similar to one another.

Or they’re to most customers, a minimum of.

In the event you don’t have some attention-grabbing sizzle, will probably be exhausting to get your merchandise into patrons’ palms and present them why yours are higher.

13. Develop into the Authority

Authority is a broadly misunderstood subject, however its impact is definitely felt in search rankings.

The one solution to achieve web site authority is by getting linked to by high-quality or respected websites.

The simplest solution to construct a sexy hyperlink profile is by having robust content material or excessive relevance to the websites in your trade that matter.

Now ask your self if generic product descriptions fall into that rubric?

14. Deal with Your Purchaser Personas

Purchaser personas are an essential and infrequently uncared for a part of the marketer’s bible.

Whereas they’re not strictly Website positioning-related, they signify part of the operation the place Website positioning and advertising and marketing needs to be intently aligned.

If you wish to join along with your important purchaser personas, tailoring your product descriptions is a should.

15. Create Belief With Your Guests

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

Once you go to a web site that appears prefer it might have been made in an hour on WordPress or Squarespace that makes use of inventory imagery and replica, most individuals could have their defenses up.

Even when they don’t explicitly notice there’s one thing that’s making them really feel distrustful.

Individuals are consultants in recognizing inventory pictures and content material.

In the event you’ve completed the exhausting work of getting guests to your web site, it’s nonetheless simple to lose them in the event that they instantly lose belief in it and bounce off.

16. Go Past Describing to Promoting

A product description ought to describe the merchandise, proper?

Certain, in case your web site’s sole objective is to explain merchandise, then that’s advantageous.

But when your final aim is gross sales, then your product descriptions have to promote.

Copy that sells might be damaged down right into a components, however both means, it doesn’t come from inventory product descriptions.

Once you write distinctive product descriptions, you may leverage some creativity to promote.

17. Shock & Delight Guests

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

Writing actually distinctive product descriptions means that you can have a bit little bit of enjoyable.

The capability for enjoyable varies from trade to trade.

In the event you’re promoting medical gear, you’ll maintain the quirkiness to a minimal.

However should you’re providing shopper items or merchandise, you may let your persona shine.

Whether or not your model is extra like Yeti or Everlane, there’s a number of capability to your product descriptions to point out a bit persona and join along with your guests.

18. Maintain Content material Contemporary

More energizing content material can carry out higher in sure verticals/niches/markets.

In case your product descriptions by no means must be up to date, then you definitely don’t have to replace them on a regular basis. (It received’t damage to replace them periodically, although.)

But when your merchandise are seasonal or usually up to date, then you need to be sure you maintain them updated with new and distinctive product descriptions.

19. Cut back Buyer Service Load

What should you might get all the advantages of higher Website positioning, greater conversion charges, decrease advert value, and have a optimistic knock-on impact to your customer support crew’s load?

Distinctive product descriptions can reply prospects’ questions earlier than they’ve them.

When your prospects have fewer questions you, can proactively cut back the load in your customer support crew.

20. Stop Exchanges & Returns

20 Reasons Why Ecommerce Sites Need Unique Product Descriptions

Dissatisfied prospects are solely barely worse than disinterested ones.

Excessive churn and a excessive quantity of product returns is the dying of many a retailer. Exchanges and returns eat up your margin and ding your model picture.

Writing detailed and distinctive product descriptions is an efficient solution to cut back the variety of returns you take care of.

Being clear and upfront about what your merchandise are, slightly than relying upon equipped copy or inventory descriptions, is one of the best ways to color an correct image to your prospects.

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Picture Credit

Featured Picture: Unsplash.com
All screenshots taken by writer, April 2020

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