5 Reasons Quality Product Descriptions Can Boost Your Company’s Marketing Efforts

5 Reasons Quality Product Descriptions Can Boost Your Company’s Marketing Efforts


If your company has been focusing on content marketing, digital marketing or search engine optimization efforts lately but hasn’t quite been seeing the results you’d hoped for, you may be wondering what you can do to help move your products off the virtual shelf faster. While it can sometimes fly under the radar, quality product description writing can play a surprisingly large role in customer persuasion and can ultimately impact your sales numbers. It can be easy to think of product descriptions as nothing more than basic statements of the product on offer, but they can actually not only entice potential customers but strengthen your brand image and create long-lasting emotional connections with your company. Here are just a few of the reasons good product description writing can help you get the most out of the effort you put into your business’s marketing.

1. They Enhance Your Site Experience


If your website is filled with bland, run-of-the-mill descriptions that don’t serve to excite or entice customers, you may be at risk of experiencing a higher bounce rate and therefore fewer leads and conversions. On the other hand, quality descriptions can make not only a specific product more interesting but your entire site more palatable to visitors. Good descriptions can increase the amount of time visitors spend on your website, raising the chances of a purchase. By focusing on quality writing, you can enhance your site experience, which may eventually have an impact on your bottom line as well.


2. You Can Strengthen Your Brand Image


One of the toughest parts of marketing for any company is establishing and maintaining a unique, consistent brand image. A website filled with random, bland descriptions that don’t match in style and tone can harm your image and weaken your brand. On the other hand, high-quality descriptions that consistently match your unique style can serve to establish and reinforce your brand, which can then make your other marketing efforts more effective as well.


3. You Can Improve Your SEO Efforts


If you’ve been hoping to ramp up your search engine optimization efforts to help your website rank better in search engine results pages and get found by as many users as possible, you may be interested to know that quality product descriptions can help boost these efforts. By optimizing copy and strategically placing keywords throughout your descriptions, you could potentially help appease algorithms and get your site ranked higher for those keywords. This means that users who are already searching for your type of product and are primed to make a purchase could find your website more easily, increasing your odds of making a sale!


4. You Can Inform Consumers


When users look up a specific product to learn more about it, they can get frustrated if descriptions are too short or uninformative. By providing valuable information, you give consumers what they want and position yourself as a knowledgeable source at the same time. The key here is to provide just as much information as is needed to make an informed purchasing decision without becoming wordy or writing needlessly long, winding descriptions.


5. You Can Address Your Target Audience


Generic descriptions won’t help you appeal to any one specific audience, and in some cases, it could even drive away several audiences if the writing is particularly shoddy. On the other hand, when you tailor your style to your target demographic, you can hone in on one type of consumer and target your marketing more effectively. By keeping your audience in mind as you write up your descriptions, you may actually see more return on your investment of time and effort.


When you run a small business and an associated ecommerce website, it can be easy to lose track of details like product descriptions, given all the other moving parts involved. However, product descriptions play a surprisingly important role in helping your products, your website and ultimately your company become a success. If you’re still on the fence about where to invest your content and digital marketing energy, keep these key facts in mind and consider focusing on creating quality descriptions. You could help strengthen your brand image and potentially draw in more new customers than ever before!


About the Author: Jon Bingham


Jon is the Marketing Director at BKA Content. When he’s not crafting compelling marketing material, he likes to build Legos, buy sneakers, stare at sports cars and watch the Utah Jazz.

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