Can Product Descriptions Be “Great Content”? Absolutely!

My latest article on Site Pro News has generated several great comments.  One in particular, though, caught my eye.  A reader asked me, “How do you put ‘great content’ on a product page?  If people are looking to shop for something they want the product info on the page, not a long article about how great it is!  How do you get a product page well-ranked if the content is limited to the product???”

 Here’s the answer…

Instead of just rattling off the specs of a product, you’ve got to be creative.  Yes, potential buyers want those specs, but they’re also looking for a reason to spend their hard-earned money on THAT particular product.

Take a lesson from one of my clients, who is a landscape photographer.  He could do what most photographers do and simply list the facts about each photo (like where it was taken and what time of day it was taken).  Instead, he wants to put a more “human” touch on his product descriptions.

Which description is more likely to convince you to buy the photo?

1.  “This photo was taken at 3:00 PM at ABC National Park.  Because the sun was so bright, you get a great view of the pond below.”

OR

2.  “Most places look their best either at dawn or dusk.  However, after spending hours at ABC National Park waiting for the right moment to capture a shot, I was surprised when it came at 3:00 PM.  With the sun shining brightly in the mid-afternoon sky, I was able to see every ripple in the pond below — a detail that I couldn’t make out at daybreak.”

Both descriptions give you the facts; however, Description #2 tells a story.  You get to learn how hard the photographer worked to capture this shot, and you’re drawn to the “little things” (like the ripples in the water) that separate good photos from great photos.  You even get to learn a little bit about photography (specifically, that most places photograph best in the less harsh light of dawn and dusk).

So, will Description #2 outrank Description #1? 

Only Google can answer that, but Description #2 is much more memorable, and memorable things are much more likely to get shared, “liked”, Tweeted, and +1-ed — all of which leads to a better search engine ranking!

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3 Responses to Can Product Descriptions Be “Great Content”? Absolutely!

  1. Teresa White says:

    You make it sound so easy!

    I have 2 jewellery sites with different ranges, a massive range of 2-3k products all made of silver or gold with different stones or plain metal.

    It is impossible to come up with creative eye catching content when you are basically describing 2-3k lumps of metal.

    It is hard enough making sure there are no duplicates, I have no duplicate content on either site but some of the plain jewellery does have some strange descriptions, e.g squiggle was not a word I thought I would ever use until I started a web shop.

    Thank you for this piece, it has made me think and I will have to try harder
    Visit Silverbling.ie

    • Nicole says:

      It’s not necessarily easy (your site is a good example of how tough it can be) — but it CAN be done! The key is to put personality into it. Clearly you’re interested in jewelry (otherwise, you probably wouldn’t have a business dedicated to selling it!). What makes YOU passionate about a certain piece? What makes it different? What do you want a potential buyer to think when they go to learn more about it? What does the piece say about the person wearing it? Answer these questions, and you’ll have a much easier time writing. Yes, it will take you longer to do it this way (this isn’t the kind of stuff you can churn out). However, it will look a whole lot better to your visitors in the end.

  2. Good Article, especially useful if you sell exactly the same products as many other online-shops do. I will consider it for my clients. Easy to understand English as well, thank you.

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