Handy Guide on Writing Product Descriptions

The key to writing good product descriptions is to ensure that both Google and your customers can understand them. Product descriptions need to successfully sell your products so it is important that you create product copy that will persuade potential customers to purchase what you are offering. Does your product copy entice your audience to buy or enquire about a specific product? Kissmetrics suggests product descriptions are a main reason a user may, or may not purchase an item. What a user reads about the product, influences whether or not she will buy. Therefore it is important to make sure all relevant information is included in the online product copy. Lets have a look at some useful tips on writing effective product descriptions: Define your audience To describe your ideal buyer, you need to know what it is that will make them buy your product. Is it the tone of voice used? Could it be the detailed description? What is it that will engage them to view the product? Why do they want to buy my product? Asking yourself these questions will help you to understand your audience. It is essential that when writing a product description you focus on whom your target audience are and what it is that they want from your organisation. The best product descriptions will address your audience directly and personally and will attract their attention straight away. Think about how you would speak to your audience if you were selling them a product in store and try to incorporate a similar language into your online descriptions. Create unique descriptions It is essential that you create your own product descriptions; duplicating manufacturer descriptions can lead to duplicates across your site and others, which Google will penalize you for. To make sure you haven’t accidently used duplicate copy you can sign up for Copyscape.com and paste in each product description. Copyscape will flag your copy if it is a duplicate and you will have to rewrite it to ensure it is unique to your website. Creating your own unique product copy will reflect your brand’s image and personality, which will go down positively with your customers and even potential customers. product descriptions Highlight the benefits Although it is important to focus on what a product does to an extent, potential clients are particularly interested in how the product will benefit them. It is important not to overload your audience with various mundane features or specifications that’s not relevant to them. By highlighting the benefits and how the product will make their lives better, will encourage a potential customer to purchase a product. People need to know why they should buy your product. Ask yourself these questions about your product(s):
  • Does it solve any current problem that your target customers might have?
  • Can it help them achieve a dream or big goal?
  • Does it deliver something they want or need?
You need to intrigue visitors with benefits of products in your descriptions and make them want to discover more. Don’t just sell a product; sell an experience or a solution! Optimise descriptions for search engines Product descriptions are like any other online copy; they need to be successfully optimised for search engines. Keywords play an important part in driving traffic to your site and including a few keywords in your product descriptions definitely helps to ensure customers find the product they’re looking for. Although including keywords too many times is a bad move for both Google and for customers. It can look unnatural and Google will potentially flag it up for ‘keyword stuffing’. Optimise product images as well to help your images be found by users on Google. You should use relevant keywords in the file name, image description and the alt tag. Read our top SEO tips on boosting your website ranking on Google.  Use correct grammar You won’t attract a potential customer’s attention by using incorrect grammar. It is important that you use a spellchecker and use simple words instead of jargon. Product descriptions should be easy to read for your audience. To improve readability for customers consider using the following:
  • Large font sizes
  • An easy-to-follow writing style
  • Images or videos
  • A captivating headline
On an e-commerce website, even a small mistake makes you look careless, inexperienced and can even result in losing a potential sale. Writing product descriptions can make or break a company. It might take time to complete, but if done correctly your business can benefit from seeing an increase of web traffic and sales. If you’d like to know more about the SEO services we offer at Star Digital, speak to our team on 01604 696385 or email info@star-digital.co.uk.

The Importance of a Mobile-friendly Website

With the rise of smart phones, it has become more important than ever to have a mobile-friendly website that can be easily accessible on all devices. Mobile devices are becoming the preferred method of Internet access with over 51% of web traffic coming from a smartphone and only 43% of traffic from a desktop or laptop. It is essential that websites are to be optimised for mobile, meaning it has been designed and formatted to read and navigate easily on the screens of various mobile devices. More than likely, you have probably come across websites whilst browsing on your mobile that are not mobile-friendly, and understand the frustration this can cause. Mobile-friendly Website It is better for SEO Google will penalize websites that are not mobile-friendly and prioritise those that are. This means that Google will recognize if a site isn’t mobile friendly and will rank the website at a low result due to the mobile responsiveness which can affect the search visibility of the website. Having a mobile friendly website is an important factor in determining your ranking potential as there are an increasing amount of mobile users that are utilizing search engines frequently to find products, services, and general information. Users are more likely to click through to links at the top of Google’s search results and having an unresponsive website could see you steadily slipping down the search page rankings. A responsive website enables businesses to reach potential customers 24/7 and it means they can stay highly ranked on Google when it comes to mobile searches. For more info on the impact of SEO on your website, read our 5 tips to boost your website ranking. It offers a better user experience Delivering a mobile-friendly website will provide a much better overall experience to the site’s users and visitors. As an increased number of customers are using their mobile devices to access the Internet on the go, it is important that the user experience is simple for them. In fact, 83% of mobile users say that a seamless experience across all devices is very important. Easy visibility, fast loading content and simple navigation from each web page is important for users so they can successfully browse and shop whilst on mobile devices. If a site is well optimized for mobile, this can ultimately increase your number of conversions. Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. It is predicted that UK consumers are to spend £53.6bn a year using smartphones and tablets by 2024! Without having a highly optimized website for mobile devices, you are not likely going to be able to provide an excellent all around experience which is likely to reflect in the number of bounces you have on your website. 61% of users are unlikely to return to a mobile site they had trouble accessing it and 40% will visit a competitor’s site instead. As there are so many different screen sizes that people use from mobile phones to tablets, it is important to provide them a responsive theme that is going to properly adjust based on the size of screen they are using at the time. Otherwise, it will make it hard for users to navigate round, causing you to have poor statistical numbers that will negatively impact your website performance and ultimately your rankings. It will decrease bounce rates An increase of bounce rates can occur if a website is not mobile-friendly and a user is attempting to view the site on a handheld device. The majority of the time, the web page will be slow to load which causes the user to click off the page immediately and not visit any other pages on the site. Visitors will be less likely to stay on a site if they have to pinch and zoom or squint at unreadable text, or worse yet if it runs flash or anything that requires add-ons to display in a browser. When a website is responsive, the number of bounce rates will decrease because the user will be satisfied with the experience and will move around other pages on the site. You can read our blog post on how to successfully ensure your website is mobile-friendly. At Star Digital, our team are experts in creating mobile friendly websites, please don’t hesitate to give us a call today on 01604 696 385 or email us on info@star-digital.co.uk. Sign up to our newsletter below, to stay up-to-date with all the latest digital marketing news and insider tips.

5 Tips for Effective Content Marketing

Content marketing is essential for all organisations wanting to successfully attract an audience. Although it is just as important to have quality content that viewers can engage with. Content marketing involves the creation of online material such as videos, blog posts, social media posts and podcasts, amongst others. You can read our blog post on Getting Started with Content Marketing for more info. Content Marketing According to the Content Marketing Institute, 89% of B2B companies rely on creating content marketing to build their brand and attract their audience. Below are 5 tips for producing effective content: Know your audience It is important to understand what your target audiences are looking for and what they are interested in otherwise you won’t attract the right people. Take time to research the demographics of the people who have previously viewed your site or campaigns. Determine your most successful campaigns and identify the type of people who responded to those; this can give you an idea of who your target audience are. It is also essential to make sure you know what channels they use in order to target them effectively. Ask yourself these questions to get a better idea of your target audience:
  • Who can benefit from my product or service?
  • How old are they? Are they male or female?
  • What’s their job title?
  • How do they go about making a purchase decision? Do they do research? How do they do their research?
  • What terms would they use to search for my product/service?
Produce informative content Keep your audience updated about new services or products as well as opening hours and anything that is relative to your organization or industry. Content should be valuable and helpful to the viewer. It should be able to teach them things or answer any questions they have. Content should be interesting to view, by keeping the technical jargon low and including facts or anecdotes. It is also essential for content to be relevant to either your industry or organization so that it targets the right audience. Producing educational content such as ‘How to’ guides or ‘Top 10’ lists can provide viewers with information that they find useful and informative, which can also ensure you to rank highly with Google. Publish content regularly Publishing content frequently will keep your audience engaged. It is important to keep your viewers up to date with your organization by producing content on a regular basis. It can seem difficult to create new content repeatedly, if you are unable to provide original content, you can also share content from reputable and industry-relevant sources or re-use some of your most successful content in the mean time. If you have an online blog but you do not post on it regularly then you probably won’t get many readers or new customers so it is vital to keep consistent with posting. Engage your audience In order to attract your audience you have to engage with them within your content. Interact with your followers via live video and encourage comments and connect on a one-on-one basis with your audience. Accompanying text with an illustration can effectively catch the viewer’s attention and will engage them with your content. It is vital to keep templates and imagery similar throughout all campaigns to help maintain brand consistency and brand recognition for viewers. Visual content, including GIFs, videos and images, are especially effective in social media campaigns as little text can be displayed. Measure the results It is extremely important to monitor the engagement and impressions of your content. To ensure a specific piece of content or a campaign was successful it is essential that you track and make note of the analytics.  For example, content promoted on social media can be tracked using Twitter Analytics or Facebook Insights, which shows the levels of engagements, impressions and clicks. Google Analytics is also good for tracking content on your website, such as blog posts. Here you can see the traffic source, number of clicks and the user behaviour. Read our blog post on Useful Google Analytics Reports. At Star Digital, we offer a range of content marketing services, for more information call our friendly team on 01604 696385 or email info@star-digital.co.uk.