8 Tips for Writing SEO-Friendly Product/Service Descriptions

Descriptions of your products/services are integral in helping to boost sales.

Product/service descriptions are powerful:  they improve search rankings and help increase sales.  In fact, 87% of people consider them to be extremely important when making a purchasing decision*.  Following are eight tips for developing descriptions that appeal to consumers.

  1. List Features and Benefits
    Make a list of your product/service’s features and benefits beforehand, to ensure you include all key selling points when writing your description.
  2. Include Keywords for SEO¹ Purposes
    To rank higher on search engines, incorporate keywords your customers are likely to use when looking for your product/service.
  3. Include Influential Words
    Use words that grab people’s attention, persuading them to take further action, and creating a sense of importance/urgency around your product/service.  Studies show that words like “new, sensational, remarkable, improvement, amazing, inspires, free and instantly” are among words that convert**.
  4. Be True to Your Brand
    Descriptions should reflect the overall personality of your brand, so they are in-line with your image.
  5. Think About Your Target Audience and What They’re Looking For
    Consider who your target audience is:  write the descriptions in a tone that will resonate with them, address what they are looking and offer a solution.
  6. Emphasize Certain Words and Phrases
    Use bold and italic fonts to highlight important words and phrases to make certain messages stand out.
  7. Make the Description Scannable
    Readers like to receive information immediately, so make your description scannable and easily understood by keeping it short and using bullet points, sub-headings, etc.
  8. Read it Out Loud
    Read your descriptions out loud before publishing; ensure they are persuasive, convincing, engaging and honest.

Descriptions of your products/services are not only a valuable resource for your current and potential customers, they are also integral in helping to boost sales.

¹SEO (Search Engine Optimization) is a set of practices used for optimizing a website’s content, structure, and other integral parts with the goal of manipulating search engines’ result pages (SEO Tribunal)
Source:  smallbiztrends.com, reported by Gabrielle Pickard-Whitehead; *Salsify Cracking the Consumer Code study; **buffer.com; izea.com