Are Product Descriptions Important?
Why is fashion product copywriting so important?
If you have an eCommerce store, writing product descriptions will be somewhere on your agenda. Whether it comes before or after photoshoots and image editing or following creating blog content or remembering to post to social media every day, it’s there. You know it needs to be done. But how important is it?
Fashion product copywriting is a huge part of your on-page SEO. It’s also crucial for your user experience. Creative product descriptions can be the difference between a sale and a bounce.
Product Descriptions for SEO
Product description writing involves including keywords. This is where some SEO tactics come in. Whether you’re selling a waterproof rain jacket or a vegan face wash, your top keywords will be woven into your product description to work with the rest of your on-page SEO.
Better User Shopping Experience
Some decide to create 100-word creative product descriptions that include styling advice. Some decide to opt for short bullet points that focus on the construction detailing of a garment. Whichever way suits your brand and your customer, the point is to give your visitors more information. The more information they have, the more chance they’ll make that purchase decision.
…Leading to More Sales
Leading on from our last point, when your user has a better experience on the site (and understands the products better), they’ll make more purchases. Which is exactly what you’re going for, right!?
Fewer Returns
Thirdly, once your customers are finding out more information about a piece of clothing and deciding to purchase, they’re less likely to be surprised by something when the delivery arrives. In other words, they’re less likely to return the item. They knew what they were buying and your product description gave them all the details they needed to know so that they wanted this item.
With 30% of all online purchases returned, you need to do whatever you can to bring this % down for your brand.
According to Return Logic, 22% of returns are done so because of “inaccurate depiction”. Get this right with great and multiple images, video content of the product and unique and relevant product descriptions.
Where to Start
So now we’ve looked at why fashion product copywriting is so important, where do you start?
Here are our 3 top tips for product description writing.
Think about your customer
Before you get started with your creative copywriting, get down on paper some important points about your customer. Narrow down who they are, what they’re most interested in and how they talk. This will help you to create copy that speaks to your customer in their own language.
Look at fashion copywriting examples
If you don’t know where to start, think about where else online your customer shops. Are there any brands out there that you aspire to be similar to? That make you feel excited? Take a look at their copy as a product description example. Don’t copy them. But draw inspiration from the way they describe their clothing and how they help engage their visitors.
Hire a professional
The best way to get your product descriptions nailed – and quick? Hire a professional. You don’t need a full-time writer on your books to make sure this job gets done well. You just need a freelancer. Check out our fashion product descriptions page or just get in touch with a quick message to see how LC can take this job off your hands. And probably for less money than you would have thought.
Make the most of every product page on your site with the best copy and on-page SEO.
And remember, product descriptions are NOT the most important thing about a product page. They are part of it. And they help build clarity for your customers. But a great product page needs to focus on this as well as several other crucial factors, such as:
High-quality imagery
Video content
Excellent layout for user experience
Page titles, descriptions and tags
Page speed
Internal links
Social links
Reviews
Keep a lookout and soon we’ll be covering how to create short and concise product descriptions that sell.
Until next time…
