{"id":2047,"date":"2016-06-01T13:43:29","date_gmt":"2016-06-01T13:43:29","guid":{"rendered":"http:\/\/blog.whoopapp.com\/?p=2047"},"modified":"2017-10-15T21:30:27","modified_gmt":"2017-10-15T21:30:27","slug":"product-descriptions-elements-and-specifications","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/","title":{"rendered":"Product Descriptions: Elements And Specifications"},"content":{"rendered":"<p>No matter what you\u2019re selling, your product descriptions have a huge impact on your bottom line. You need good photos, of course. Yet it\u2019s equally important to provide accurate and compelling descriptions of what you want people to buy. And at this point, it is true whether your products are on your own website, Amazon, Kindle, Facebook, Pinterest or anywhere else. Let\u2019s look at why product descriptions are so crucial and what you need to remember when writing them.<\/p>\n<p>&nbsp;<\/p>\n<p>Tl;dr<\/p>\n<ul>\n<li><b>Give as much information about features and specifications as you can<\/b><\/li>\n<li><b>Focus on benefits and results and don&#8217;t forget about the keywords<\/b><\/li>\n<li><strong>Use headlines, bulleted lists and be original<\/strong><\/li>\n<li><strong>Product images and descriptions should complement one another<\/strong><\/li>\n<li><strong>Use language that evokes what you want people to feel<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/#what-your-product-descriptions-need\" >What Your Product Descriptions Need<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/#using-product-images-with-descriptions\" >Using Product Images With Descriptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/#facts-feelings-and-seo\" >Facts, Feelings and SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/#put-effort-into-your-product-descriptions\" >Put Effort Into Your Product Descriptions<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-your-product-descriptions-need\"><\/span>What Your Product Descriptions Need<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>First of all, you should be as thorough and informative as possible with your product descriptions. The only limitation is the one imposed by the platform, which might have a maximum word or character count. Don\u2019t be stingy with words and assume that readers will fill in the blanks. It\u2019s up to you to give them a complete picture of what you are selling. Even if you include an actual picture, you also should paint another type of picture with your words.<\/p>\n<h3><strong>Features and specifications<\/strong><\/h3>\n<p>For example, if it\u2019s clothing, you should describe colors, sizes and styles that are available. If you write descriptions for a device,\u00a0make sure to include any relevant specifications such as memory, storage capacity, RAM, megapixels or anything else that\u2019s important to shoppers. Be sure to include all of the product\u2019s main features. With many products, you\u2019ll have a wide range of potential customers, some more discerning and knowledgeable than others.<\/p>\n<p>For example, some people looking to buy a laptop will only look at basic features such as size, memory and what programs are included. Others, however, will want to know more details such as graphics capacity, processing speed, operating system and more. The more you include, the more potential customers you\u2019ll be connecting with.<\/p>\n<hr \/>\n<h5>Try the first and only tool specially designed for Google Shopping!<\/h5>\n<p><a href=\"https:\/\/whoopapp.com\/?utm_source=blog&amp;utm_medium=post1750&amp;utm_campaign=inpostCTA\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1747\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/10\/whoop-728x90.gif\" alt=\"try whoop now\" width=\"728\" height=\"90\" \/><\/a><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<h3><strong>Benefits and results<\/strong><\/h3>\n<p>While you want to describe essential features, your <strong>main focus should be on results<\/strong> &#8211; what people will gain by purchasing the product. You should do everything you can <strong>to stimulate the reader\u2019s imagination<\/strong>. If your product is a mountain bike, for example, you might discuss the types of terrain they can enjoy riding on.<\/p>\n<p>You might create a whole scene, such as riding the bike on a beautiful spring day with a gentle breeze.\u00a0If it\u2019s a <strong>fashion accessory<\/strong>, suggest the <strong>type of places they might wear it<\/strong>, such as work, school, vacation, going out to clubs, etc. In this case, you also want to emphasize how stylish and attractive the piece will make the wearer feel.<\/p>\n<h3><strong>Keywords<\/strong><\/h3>\n<p>For SEO purposes, make sure you include the proper amount of\u00a0keywords that potential customers might be using in their searches. Don&#8217;t overdo it, but make use of various keyword variations. When you type your main keywords into Google, you\u2019ll get several suggestions. Also, look up similar products online and see what keywords sellers are using. We don&#8217;t write for search engines, but for humans.<\/p>\n<h3><strong>Use headlines and bullet points<\/strong><\/h3>\n<p>Longer descriptions should be scannable. That\u2019s why you should use headlines and bulleted lists.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_descriptions_headlines_bullet_points-2.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-2218 aligncenter\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_descriptions_headlines_bullet_points-2-1024x746.png\" alt=\"product_descriptions_headlines_bullet_points\" width=\"650\" height=\"474\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_descriptions_headlines_bullet_points-2-1024x746.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_descriptions_headlines_bullet_points-2-300x218.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_descriptions_headlines_bullet_points-2-768x559.png 768w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Be original<\/strong><\/h3>\n<p>You should strive for originality in your descriptions. Using copies which are very similar to something used by a competitor, or even yourself in a different place, causes duplicate content issues. You want the search engines to discover each of your listings. Furthermore, you should find a distinctive voice to make the descriptions more interesting to readers.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"using-product-images-with-descriptions\"><\/span>Using Product Images With Descriptions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Product images and descriptions should complement one another. The old adage \u201ca picture is worth a thousand words\u201d has some truth to it, but that doesn\u2019t mean the words aren\u2019t important as well.\u00a0Pictures give people a nice overview of the product but don\u2019t necessarily tell them all of the necessary details. When possible, you should include multiple images showing different vantage points and aspects of your product.<\/p>\n<p>Having clear and appealing images helps to induce readers into reading your descriptions. It\u2019s always best to include pictures of people using your product in some way rather than just showing the product by itself. If it\u2019s clothing, show people wearing it.\u00a0If it\u2019s a food, beverage or supplement, show someone consuming it. If it\u2019s a device, show people having fun or being productive using it. Companies that showcase homes and places can also make use of this, such as Airbnb listings where people are seen enjoying the space.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_description1.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-2214 aligncenter\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_description1-1024x746.png\" alt=\"Bike Product Descriptions\" width=\"650\" height=\"474\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_description1-1024x746.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_description1-300x218.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/05\/product_description1-768x559.png 768w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"facts-feelings-and-seo\"><\/span>Facts, Feelings and SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Effective product descriptions\u00a0accomplish several things at the same time. They convey the facts or specifications of the product. They optimize the listing for the search engine by including relevant keywords. Just as importantly, they make the audience feel a certain way about the product. This is true for all the most effective advertising campaigns, whether product listings, TV commercials or billboards.<\/p>\n<p>Think of ads for Coca-Cola, which have helped make it one of the world\u2019s most popular beverages for many decades. The ads don\u2019t simply tell people that Coke tastes good or has quality ingredients. On the contrary, the ads portray people having a great time. You don\u2019t have quite the same ability to express emotions in a product description as with a commercial or video. However, you can use language that evokes what you want people to feel, whether this is happy, attractive, fit, successful or healthy.<\/p>\n<p>SEO is also important, but it should really come naturally. It\u2019s good to do some keyword research and include a few long tail and LSI (Latent Semantic Indexing)\u00a0keywords for variety. However, you shouldn\u2019t overuse keywords or make your copy sound unnatural. This will be a turnoff to readers as well as search engines. You should be writing mainly for your readers. The main advantage is that this approach will allow your descriptions to be optimized automatically. Using different keywords for variety sounds more natural. For example, in a description of a bicycle, it sounds perfectly natural to call it a bike at times.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"put-effort-into-your-product-descriptions\"><\/span>Put Effort Into Your Product Descriptions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To make your product descriptions rock, you have to put some time and effort into them. Think of what your audience wants when buying a product such as yours. Then use language that connects your product to that feeling. You have to do this while also describing the essential features and specifications, of course. Along with images, product descriptions are one of the most important factors that cause shoppers to hit the buy button.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No matter what you\u2019re selling, your product descriptions have a huge impact on your bottom line. You need good photos, of course. Yet it\u2019s equally important to provide accurate and compelling descriptions of what you want people to buy. And at this point, it is true whether your products are &#8230;<\/p>\n","protected":false},"author":12,"featured_media":2226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,7],"tags":[104,143,166,183,232,246,252,288],"class_list":["post-2047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-google-shopping","tag-ecommerce","tag-google-shopping","tag-headlines","tag-keywords","tag-ppc","tag-product-descriptions","tag-product-images","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Descriptions: Elements And Specifications - smec<\/title>\n<meta name=\"description\" content=\"No matter what you are selling, your product descriptions have a huge impact on your bottom line. What would professionals do? Read more in this blog post!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/product-descriptions-elements-and-specifications\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Descriptions: Elements And Specifications\" \/>\n<meta property=\"og:description\" content=\"No matter what you are selling, your product descriptions have a huge impact on your bottom line. What would professionals do? 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