E-commerce Content: Writing Product Descriptions

From writing an original product description to adding call-to-action statements, we offer tips on how to write e-commerce content that attracts both search engines and human shoppers.

Small Web shops typically use cut-and-paste versions of the manufacturer’s default merchandise description. These basic – and often bland – descriptions are already indexed in Google, possibly thousands or tens of thousands of times.

Web shop owners should get rid of standard manufacturer descriptions and write original descriptions for their product pages. You want to give customers fresh content that hundreds of other small Web shops selling the same merchandise do not have. To do this properly, research the product and decide which characteristics most appeal to consumers.

When writing your e-commerce content, be sure to include particulars on how the product works, and suggest ways that consumers can use the item to address a problem or need. For example, mention how the product reduces closet-clutter, or how it makes learning fun for children, and so on. Give consumers ideas on how the item can fit into their lifestyle or home.

E-commerce Content: Writing Product Descriptions
By Vangie Beal, February 24, 2010

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