Especially in a down economy like we’ve had for some time now, consumers are very cautious when shopping for products and services. They want all the information they can get before they buy so retailers who provide this information enjoy significant advantages over those who don’t.
One valuable source of information is a product’s description – investing the time and resources to generate your own unique product descriptions can yield higher conversions and differentiate you from the competition.
1. Unique product descriptions gain more visibility in the search engines
Products from your site appearing in organic search results like Google is a wonderful benefit of customizing your product descriptions. Organic search engine listings can bring valuable traffic directly to your product pages without the per-click cost of paid search.
Duplicate content is a red flag to a search engine – using a generic product description from the manufacturer like other retailers will mean your products will not appear when someone enters those keywords into a Google search.
2. Shoppers will be more likely to buy
As a web copywriter, I can tell you that most manufacturer product descriptions are pretty bland. Studies show that online shoppers are reluctant to buy from sites that don’t provide enough information to answer their questions. Unique product descriptions boost your site’s credibility – consumers are more likely to trust and do business with a site that includes well researched and thorough information about their products.
3. Create greater brand equity for your store
Using product descriptions provided by a variety of manufacturers whose products you sell can make your site’s copy seem inconsistent and incomplete. Investing in unique product descriptions means you can tailor the tone of those descriptions to your own store brand, providing a seamless voice for your customers wherever they may be on your site. (And building better rapport and loyalty at the same time)
While it takes a significant investment to write unique product descriptions, the long-term benefits well outweigh the costs through higher search engine visibility, conversions and brand equity. Online retailers who recognize this position themselves well to survive and thrive in today’s online marketplace.
Learn more about how writing unique product descriptions can greatly benefit your online business in this SEO knowledge center article today.