The ultimate guide to super-charging your product descriptions


There are hundreds of blog pieces out there explaining the value of having a great e-commerce website. They discuss how great e-commerce websites are well-laid out and well-designed. The blogs also speculate that good websites have bold headlines that capture a reader’s attention and easy navigation so that users are more likely to spend time on the site.
Websites can have a positive net effect on converting a visitor into a customer. And the truth is that they can also have the negative effect of turning off a user. This negative effect can happen for a variety of reasons. A messy landing page that is confusing and frustrating to navigate is a common reason.
But a very undervalued aspect of an e-commerce website is the quality and layout of product and service descriptions.
Because in many instances, visitors will only give a website about a minute to grab their attention. If the product descriptions on that page are dull and do not give readers a full idea of what they can expect to receive, the engagement battle to win that visitor’s trust is lost.
So as e-commerce business owners evaluate their existing website, it is vital that they take a close look at their product descriptions to see if they are as effective as possible. And with that in mind, here are a few ways business owners can improve their product descriptions.

Create original product descriptions

One of the things that people can immediately spot when they look at a photograph on a website is whether it is a stock image or whether it is an original image that was taken specifically for the site.
Images are a fantastic way to legitimize a website if they related directly to products and services. But generic pictures immediately signal to visitors that the website (and the company) is not concerned enough with quality to offer genuine photos.
And that is the exact reason why your product descriptions need to be original instead of copied from a manufacturer’s handbook or guide.
When visitors read a description that is generic, all they take away from that description is the function of that product or service. Visitors want companies to give them a reason why they should invest their time and money into buying something other than what they already know about the product or service.
Here are two reasons e-commerce businesses should avoid manufacturer’s descriptions:

  • It is not interesting to read. Business owners must remember that they are competing with thousands of other websites to attract and keep a visitor’s attention. A sure-fire way to bore a visitor and make them go to another site is to force them to read boring, “canned” descriptions that are clearly from a manual.
  • It affects your SEO ranking. Posting generic product descriptions will also affect an e-commerce site’s SEO ranking. That company will likely have the same descriptions that competitors in their industry are using, which means lots of duplicate content. Search engines like Google penalize sites that have duplicate content and much prefer sites that have original content with keywords that are highly relevant to the products and services the business offers.

Explain the benefits

So the question many business owners have is just how they should go about creating original product descriptions.
One of the most effective ways to create original product descriptions is for business owners to put themselves in the mind of visitors to their website who will often ask this question: “What is in it for me?”
The product description should not just explain what the product or service does; it should explain how that product or service solves a problem for the potential customer or satisfies a want or need.
For example, instead of writing that a new smartphone has geolocation services, a better description could be, “This smartphone’s patented geolocation lets you know your exact coordinates, which helps you make your way around town. More importantly, it helps you pinpoint the exact location of a loved one in the event that they go missing.”
The description above provides a feature of the smartphone but ties it into something emotional – the idea that if someone the prospect buyer loves has lost his way, the smartphone can provide comfort and reassurance because it can help locate that person.

Use specific language to provide clarity for visitors

Product descriptions that are generic are usually generic because they use language that is not specific.
Why is that important? Because visitors who come to a landing page are not looking for reasons to buy; they are looking for confirmation that they should not buy. Confused? Put another way, many visitors – including those who arrive at a landing page after making a specific search inquiry – are usually not certain that they are going to buy something on that website.
So the challenge for business owners is to overcome that hesitation and provide as many reasons as possible to convince a visitor to make a purchase.
And some of the biggest causes of buyer hesitation come in the form of these questions:

  • How will the product/service work?
  • What does it look like in real life?
  • What size is appropriate for my needs?
  • How/when will product ship or service be available?
  • What is the return policy if product/service does not match my needs?

But by using specific language and specific images in their product descriptions, business owners can answer every one of these common questions that are barriers for customers to make a purchase.

Add a video demo and a size chart

Adding a quick video demo will help answer the first question about how the product or service works. Including detailed, high-definition images that have 360-degree views will answer what the product looks like in real life.
Adding a sizing chart is an ideal way for visitors to make quick comparisons and decide on the size that matches their needs. On the other hand, having a detailed shipping and return policy and all the options a customer has for both provides comfort and security about the ordering process.
For example, part of a product description could read:
“This smartphone has a one-inch depth and is 8 inches in height, about the same size of an average paperback novel. If you order before midnight, it will ship on the same day and arrive at your doorstep either the next business day if you choose one-day shipping, or within two days if you choose standard shipping. If you are not satisfied with the product for any reason, you have 30 days to return it in the prepaid envelope we provide and receive a full refund or exchange it for an item of equal or lesser value.
The description provides specific language such as “order before midnight,” and “30 days to return” that answers common questions and provides reassurance to a buyer that the company will stand behind its product.

Use compelling titles and relevant keywords

E-commerce business owners should get in the habit of thinking of product descriptions as an essential part of their content.
In doing so, they will better understand the importance of using compelling opening titles for their descriptions as well as relevant keywords that tie directly to their products and services.
What are compelling titles in product descriptions? They are titles that grab a reader’s attention and makes them read that content.
To illustrate, read the two product description titles below, and choose which is more effective.
“New smartphone with features we know you will love,”or “The smartphone with 24 hours of continuous battery life, 3-D video recording, 18-K gold frame and two-year, send-it-back-for-any-reason return policy.”
The second product description title gives readers details that make the phone a must-have. It also sets up the rest of the description by highlighting the best features.
It is important to remember that product descriptions are not selling a product; they are selling the experience of having that product, and that is why titles must showcase how that product or service will create an experience for a prospective buyer.
But it is also important to remember to vary the relevant keywords in product descriptions. Using the smartphone example, it is advisable to find alternative words to the word “smartphone,” so that search engines do not downgrade a site for keyword stuffing.
Google’s Keyword Tool can help business owners find popular keywords based on whatever word or phrases they type into the search box.
This can help professional copywriters use relevant keywords in a harmonious way throughout the product description.

Use power words to compel a purchase

Using words that stir emotions within your audience and inspire them to connect to your product can greatly increase the likelihood that they will click the “add to cart” button.
These “power words” do more than just describe the physical aspects of your product. They describe the emotions your product can elicit from your customers. They make your product descriptions come to life.
Think of power words as an upgrade to the adjectives you are already using. Instead of “best,” try using “elite.” Instead of “easy,” try “painless” or “effortless” — you get the idea.
A good way to find inspiration for your product descriptions is by typing your basic word into the online thesaurus and finding a better word to replace it with.

Product descriptions are a key part of e-commerce content

By now it has probably become clear how important product descriptions can be to the success of an e-commerce site. The truth is that attracting visitors to a website is only half the battle. If those visitors do not buy a product or service, then a business has lost a valuable opportunity.
That is why product descriptions with high-definition, 360-degree images, original content, clear specific language that anticipates and answers common questions, and titles and keywords that tie directly into the experience of using the product are all effective ways to entice, excite and ultimately persuade visitors to become customers.

Need help?

If you have a content marketing program or are planning one, download our e-book “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.”
This e-book will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.

Customizing product descriptions to your audience improves ecommerce conversion rates

The buyer personas or Voice Profiles used to create long form pieces of content are extremely relevant when it comes to product descriptions. If product descriptions are used to sell the product – the sales pitch will be more effective if it speaks directly to the person reading it. Product descriptions should be helpful and provide the reader with an idea of what the product is, how the the product will be used, and why they should pull the trigger – purchase it!

Product descriptions should matter to my audience

Product descriptions are short so each word matters. After each sentence, ask yourself:

  • Does this matter to the reader?
  • Does this resonate with my buyer?
  • Does this explain how the product will directly benefit the buyer?

Using language to keep your audience in mind with a product description

Language can be adjusted based on the readers knowledge level, demographic details, intended use, and pain points. The person who will be buying jet skis online is different from the person who will buy a new car seat online. When it comes to writing towards the correct knowledge level – remove any jargon or words that are not familiar to your wider audience as jargon doesn’t make the product description helpful to the reader. Jargon can actually just confuses the reader!

Cosmetics Example

Someone purchasing cosmetics online is a sophisticated cosmetics user. A makeup beginner would go into the store to receive a lesson and recommendations from a professional. A sophisticated cosmetics buyer on the other hand, would be willing to take the risk and purchase makeup products online. Perhaps the buyer already knows the brand or has tried similar products in the past. The language should reflect the knowledge level of the audience while providing enough detail to help them determine whether or not they should make the purchase.

  • Example of a product description not targeted towards the audience: This eye shadow is mauve with a hint of silver sparkles. This eye shadow is perfect when used with eye liner and mascara. The shadow container is about the size of a quarter.
  • Example of a product description targeted towards the audience: This eye shadow is a brown mauve with a hint of silver sparkles to make your eyes pop. The shadow has a creamy consistency with a great deal of pigment to ensure the color lasts all day long. The shadow can be applied wet or dry. Easy application with a fluffy eye shadow brush or with the finger. Recommended to use with our long lasting eye shadow primer. The shadow will brighten up your eye lid and is a great asset to your overall smokey eye shadow look.

Questions to consider when writing a product description

  • How will my audience use the product?
  • When will my audience use this product?
  • How big is the product?
  • What questions does my audience ask about the product?
  • How familiar is my audience with these types of products?
  • What are the deciding factors for my audience when purchasing this product?
  • Why should someone pick this product over others in the market place?
  • Are there any product installation details that the user should be aware of?

Use descriptive language to show not tell

Words are more powerful when they can be backed up. Instead of making claims, explain it.

Luggage Product Description Example

Instead of just saying, “lifetime warranty”, say something like, “the strong luggage is guaranteed to last for all your travels to come – even the muddy outdoor camping trip!”
Keep in mind who your audience is when using descriptive language. Specific and unique adjectives won’t appeal to a younger audience who is buying lip balm. Abbreviations and slang won’t work well for senior citizens. Product descriptions shouldn’t be wordy, but they also shouldn’t leave the reader with more questions.

Focus on your buyer and SEO

SEO is important but you cannot write your product description for the search engine. You have to write product descriptions with your audience in mind. Incorporating long tail SEO keywords is helpful, especially for the title, however, your product descriptions should read well and be helpful. If your product descriptions are over optimized for SEO, it could hurt your conversion rates.
For help creating a voice that ensures your product descriptions are targeted, contact Tempesta Media.

Why companies outsource their product description writing

Product descriptions are imperative to selling products online and increasing transactions. Given the impact that effective product descriptions have on your business, they can’t be overlooked. And to make matters even more complicated, product descriptions need to be targeted towards the audience and provide enough detail to truly increase conversion rates.
Many companies struggle to create new product descriptions to keep up with the new products that they sell. Let’s face it, hundreds of new products each season comes out to a lot of content. When you crunch the numbers, finding an outsourced partner to create new product descriptions makes a ton of sense. Here is why:

Scaling is pivotal to keeping up with demand

If your copy can’t be turned around in one week, and your existing infrastructure can’t meet the requirements to keep up with new product offerings – you aren’t built to scale. With Tempesta Media, we can increase your writing team to ensure that you can meet deadlines. Need product descriptions broken down by the category, style, and color – across hundreds of products? We’ve got you covered. We have the resources to meet your demands, plus, your account manager optimizes your voice and writing team to ensure that you are happy with the copy that is turned around.

Overhead makes in-house copywriters too costly

Hiring a full time employee is never just the cost of their salary, it also includes benefits, training, equipment, and time for the interview process and on boarding. Additionally, a full time employee has a limit to how much content that they can create. This limit means that turnaround time could be delayed and when products aren’t launched in a timely basis – you can lose out on revenue. If you only need product descriptions on a seasonal basis, hiring someone full time means they will not have a consistent workload. For example, they will be overloaded during seasonal launches and bored in between seasons when they don’t have enough work.

Freelancers are tough to manage and aren’t scaleable

Freelancers don’t come with the same overhead associated with full time employees, however, they eat up a lot more time. Freelancers are notorious for:

  • Ghosting – they are involved in a project, but when another project comes reaches a deadline, they go missing in action.
  • Unreliable turnaround times – it is hard to know if they will actually return the deliverable on time. This means you have to follow up multiple times to receive the deliverable and if they can’t meet the deadline, you might just be out of luck.
  • Taking a lot of time to manage – back and forth emails combined with answering questions, continuous recruitment, and diving into spreadsheets takes a lot of time. Some people end up spending so much time managing freelancers that it becomes a full time job.

Freelancers also aren’t scaleable because as your business grows, your requirement for more copy grows. An increase in copy means you will need more writers, and this takes time. It is difficult to find writers, train them and manage them. Would it be great if you had a partner that can scale with you?

SEO and editing ensure product descriptions bring results

Tempesta Media’s outsourced content writing solution provides SEO optimization and editing for every piece of content. The SEO and editing are included, meaning you save more time and the content will be higher quality.

Experienced product description writers

There is a nuanced approach when it comes to product descriptions that is different from long form content writing. Great product description writers need to be able to turn features into benefits while also appealing to the search engines. Tempesta Media creates a writing team for your business with writers who not only have experience in your industry, but are also experienced in writing product descriptions designed for eCommerce.
Ready to explore the possibility of an outsourced product description writer? Contact Tempesta Media today at sales@tempestamedia.com.

Best practices for creating a content marketing strategy designed for e-commerce

An ecommerce content marketing strategy has so many different components. Learn more about some of the best practices so that you can set your company up for success… increased revenue.

All Content Marketing Should Start with a Strategy

Any good resource will recommend a strategy before implementation – we are no different. There are a lot of different elements and metrics to keep in mind when creating a content marketing strategy for your ecommerce campaign. Make sure to consider the goals you wish to achieve, the resources you have at hand as well as the resources you need to hire/outsource, and timing. Some companies like to master one component like blogging before moving to another. We recommend, a walk – jog – run strategy when it comes to making plans for your ecommerce content strategy. Consider starting with a low blog frequency say a few times per month, a minimal abandoned cart email campaign, and optimized product descriptions focusing on the category or brand level. At least this gives you a good baseline to start with so that you can begin taking advantage of potential revenue opportunities.

Ensure The Voice Matches Your Products

Content helps build a relationship with your buyers by making your brand more personable. Buyers enjoy being educated through content marketing and will find your brand more trustworthy. When you speak to your audience in a way that makes sense, it improves the effectiveness of the content. For example, if you sell clothing online that is geared towards edgy teenagers, your writing should be written in a way that sounds edgy and is easy for a teenage to digest.

Time Your Campaigns Around Key Promotions, Seasons, or Events

If you do the most sales on Cyber Monday, you’ll want to create content and campaigns to build hype before the holiday arrives. Your content marketing budget should be allocated accordingly so that you have more resources to create great content around these events. A mistake many companies make is waiting too long to prepare the campaigns around certain events, because with content marketing and SEO, results don’t operate the same way that an email campaign does… content marketing results aren’t necessarily instantaneous.

Create Product Descriptions that Help the Buyer

Product descriptions should inspire a transaction. People are more will to make a transaction if they are comfortable with the purchase. When online shopping was first becoming more popular – some were hesitant to pull the trigger (make the purchase) because they wanted to “touch and feel the items”. They would say things like, “Its hard to tell what the product will really be like in person”. Informative product descriptions provide enough detail so that the buyer knows exactly how they will wear the product, use the product, and care for the product. Descriptive language that can show the buyer how they will use it can ignite new ideas for them. Additionally, the description should be friendly and easy for the reader to digest. Formatting with proper headings and bullets makes it easier on the reader.

Use Email Campaigns to Convert Abandoned Carts or Reengage Past Customers

Write emails to prospects who have abandoned their online shopping carts. Ideas for the abandoned cart emails include:

  • A sense of loss – what will you end up wearing to that special party?
  • Promotion – purchase the items in your cart by this Friday to receive 20% off
  • Related items – recommendations of other items the customer may like based on the items in their cart
  • Recommendations – links to articles related to the item, such as upcoming events, how to guides, holiday ideas, and more

Your Ecommerce Content Strategy Must Focus on Quality

Rather than pushing out vague and generic posts on a frequent basis – create really creative and meaningful stories that can be repurposed in different ways. Whether that be one short video or a crisp eguide, create a story with the audience in mind, and share it across all your media platforms (social media, email campaigns, website, and more). Tie the story or message into some of your products so that the reader can easily navigate from the store to the items. Poor writing quality hurts your brand and trustworthiness. When your consumer loses trust in you – they are less willing to make the online purchase.

Use Data Driven Metrics to See What is Working

Understand what aspects of your content marketing strategy are working and what aspects aren’t working by measuring the results with real data. Your data points can include time spent on page, conversions, purchase size, bounce rate, and more.

Consider How You Will Implement the Content

Whether you hire someone full time or create the content yourself – copywriting takes a ton of time. Companies find it to be more cost effective and better results when they outsource the product description and content writing to Tempesta Media. You can learn more by visiting – Get in touch with Tempesta Media.

8 biggest ecommerce mistakes to avoid

An online store uses several tools to effectively sell its products: the website itself, the images, reviews, and of course the copy or the product descriptions that describe the products. With the rise of online purchases, an e-commerce strategy is imperative to outperform the competition. Let’s face it, some companies have an awesome e-commerce strategy and some don’t. Here are the 8 biggest mistakes to avoid when selling products online.

Bad product descriptions that don’t target the buyer

Bad product descriptions state meaningless facts and features without appealing to the buyer. The words include jargon which confuses the reader and actually makes them less likely to purchase. Some companies use the same product descriptions across all products which means it may not even be relevant to the product at hand. Incorrect product descriptions makes your brand less trustworthy and hurts conversion rates.

When creating content for product descriptions, be sure to avoid:

  • Too much jargon
  • Stating features without showing how they will benefit for the buyer
  • Doesn’t show the buyer how they will use the product
  • Optimized for SEO and not for the human buyer
  • Irrelevant descriptions to the product or using the same description across all products
  • Making claims without backing them up – “Guaranteed to last”
  • Using fluff language such as “top of the line”

Unclear or irrelevant photos

Photos should be used to give the buyer a clear depiction of the product. Great photos can be enlarged, are high quality, and even show details about the fabric, inside lining, buttons, and more. Photos are also helpful when they describe the size of the item. Filler images that aren’t relevant or images in the wrong color increase bounce rates. Good photos are key to helping the buyer make an informed purchase.

Here are the biggest photo mistakes when it comes to eCommerce:

  • One image
  • One angle of the item – for example, a t-shirt should show the front and the back
  • No close up photos to provide extra details
  • Strange or distracting backgrounds
  • Item without a proper use case – for example, a t-shirt that isn’t on a body is hard to imagine on yourself

Poor website navigation hurts ecommerce

Making it difficult to find a brand or category makes online shopping less enjoyable. Buyers have little patience for these types of glitches, if your site can’t provide them with the product at hand – they might as well go to another store than can.

Not engaging with abandoned carts or past customers

The email information can be your ticket to helping them learn more about your brand and ultimately purchasing more products. Not taking advantage of this is a lost opportunity – almost as bad as throwing money down the drain.

Difficult checkout process

A great checkout process makes it easy to provide credit card details and shipping information. If your online shopping cart loses the items or there are too many screens to checkout, the user might as well say, to heck with it… this was supposed to save me time! Seconds saved online translates to more dollars spent.

Not displaying shipping costs or promotion details ahead of time

BigCommerce reports that “66% of US online shoppers decided not to buy an item because of shipping costs”. Prospects need to know ahead of time what the minimum spend amount is for shipping or any other details associated with a promotion. For example, if the buyer knows that the minimum purchase amount is $50 they might make sure they hit the minimum before proceeding to the checkout. If they are unaware of this and are not at the limit, they might forego the item all together, thinking “is this item worth the $7 shipping charge?” For example, if you are offering an extra 25% off of sale items, that should be clearly marked on this site so that the user doesn’t assume it is 25% off of any items in the store.

Bad customer UI that doesn’t leads to conversions

While this doesn’t only effect ecommerce, it is a bad practice to make check out buttons, headings, or other types of text difficult for the customer to read. Ecommerce should help the customer make the purchase, not make it more difficult for them!

Not offering a mobile application for easy shopping

Some companies may be missing out on revenue if they don’t offer a mobile application. With the rise in mobile shopping, a mobile application can provide a better user experience for the shopper and 78% of online shoppers prefer shopping on a mobile app versus a browser. Mobile applications are also great for customer loyalty and provide stores with the ability to send custom push notifications. The payment process is much easier because many users have their billing information and credit card details stored within their phone or can use apple pay with a simple click. With higher average order sizes, conversion rates, and time spent on the app as compared to a browser – we will let the numbers speak for itself.

For more information about creating an ecommerce strategy for your business or working with a partner to outsource your product descriptions contact Tempesta Media.

How to Optimize Your Ads for Amazon

When you’re launching a new product and selling it on Amazon, you want to get as much exposure as possible. Amazon ads can elevate your product above the competition and help increase your sales and conversions. If handled correctly, it is a valuable and efficient service. If not, then you can end up spending a lot of money and get little return from it. There are ways for you to optimize your Amazon ads just like your PPC ads for Google.

Find the best keywords for product descriptions

When people go to Amazon, they use search queries to find products. These queries often include keywords that you can use to best show up in the search results. Keywords come in two specific types: short tail and long tail.
Short tail keywords are more general and may have a higher volume, but also higher competition. If you want to include these keywords in your campaign, then set the bids higher for them. These high volume keywords are likely the most common ones associated with your niche or product.
Long tail keywords are more specific, including more words, and tend to be less volume, but also less competitive and cheaper. You want to find keywords that have the lowest Advertising Cost of Sales. Add these keywords to your campaign or a secondary higher budget campaign to get the best bang for your buck. When you’re testing new keywords, be they short or long tail, it’s best to start with higher bids and adjust from there.
You will get a sense of where the bids are floating at and receive data on them faster, since they’re going to be used most often. Optimizing your keyword campaigns continues with testing different match types: exact, broad and phrase. It allows you to see which match type leads to the most conversions with the lowest spend. Learn more about keyword types and best practices from ADBADGER.

Let Amazon’s fingers do the walking

You can create an automatic campaign set up by Amazon that gets everything going for you, but you don’t have to use it for all your Amazon ads. You can let Amazon do the keyword work for you by downloading the keyword report and using their keywords.
This gives you the opportunity to create your own campaign around those keywords, but you still control every aspect from bids to overall budgets.
Amazon’s search term reports can also show you keywords that you don’t want to rank well for because they may not be associated with your product. These keywords can be negatively matched, so you’re not spending money on irrelevant keywords. Check the search term reports often for new keywords.

Your products promote ad success

Don’t treat your product listing as just a formality as it’s vital to your ad success. The listing should be informative and descriptive and filled with the keywords you’ve chosen for your ads. Why? Amazon sees these keywords and will bring your product and product ad up in search queries. Keyword optimization of your listing does double duty for both paid and organic search.
If you’re listing several products and some of them aren’t selling well, then remove them from the main campaign and put them in a separate one with a smaller budget. Don’t let a few low sellers drag down your overall campaign. As your more power products sell even more, they may end up increasing the sales of the other products.
If you’re looking to improve your e-Commerce with excellent product descriptions – contact Tempesta Media to learn more.

Send this to a friend