When it comes to running a successful online store, crafting compelling product descriptions is a big part of converting window-shoppers into loyal customers. The challenge? Balancing the need to engage potential buyers with copy that’s also optimised for search engines. Done right, a product description can not only help you rank higher in search results, but also encourage people to hit that “add to basket” button.
In my recent article, How to Structure Your Online Store for Maximum SEO Impact, I discussed how a clear content hierarchy and logical categorisation can make it easier for customers (and Google) to navigate your site. Once you’ve set up your store structure, it’s time to look closer at the details of each product listing.
Here’s how to strike the right balance between user-friendly descriptions and SEO best practices.
1. Speak to Your Customer’s Needs
The mistake: Many Smaller businesses rely on generic, manufacturer-provided copy that barely acknowledges who their customers are or why they’re buying.
Why it matters: Bland text fails to excite potential buyers and doesn’t differentiate your brand. Moreover, duplicate content can hinder your search engine visibility.
What to do:
- Understand your audience: Write with your typical customer in mind — address their pain points, highlight the product’s benefits, and use language they find relatable.
- Lead with the USP: If your product solves a specific problem or boasts a unique feature, make it the focal point.
2. Keep It Keyword-Focused — But Not Overstuffed
The mistake: Shoving too many keywords into your descriptions can read awkwardly and flag your page as spammy in the eyes of search engines.
Why it matters: Finding the right balance ensures your listing remains digestible for users while boosting its ranking potential.
What to do:
- Conduct thorough research: Pinpoint phrases your customers actually use. This might include alternative terms (“handbag” vs. “purse”) or location-based keywords if you have a local audience.
- Use them naturally: Incorporate keywords in the product name, subheadings, or the opening lines without sacrificing readability.
3. Highlight Product Specifications Clearly
The mistake: Essential details like sizes, materials, or warranties get buried at the bottom of the page, or worse, not mentioned at all.
Why it matters: People want instant clarity on whether a product meets their needs. If critical information is missing or hard to spot, they’re more likely to exit in frustration.
What to do:
- Use bullet points: Break up text by listing key features or specifications in short, scannable bullet points.
- Add some flair: If your product is ethically sourced or offers a unique design element, make sure it’s obvious.
4. Incorporate Storytelling for Emotional Resonance
The mistake: Stopping at factual statements — “cotton T-shirt, sizes S–XL” — misses the emotional hook that persuades a visitor to click ‘buy now’.
Why it matters: Story-driven descriptions help shoppers visualise owning and using your products, creating a personal connection.
What to do:
- Paint a picture: Describe scenarios in which the product might be used. For instance, “Imagine stepping out for a country walk in these durable leather boots…”
- Use sensory language: Words that evoke sight, touch, or feeling can deepen the shopping experience.
5. Keep Things Organised and User-Friendly
The mistake: Rambling paragraphs that mix features, benefits, and brand messaging leave readers (and search engines) confused.
Why it matters: A well-structured description is easier to read and more likely to be ranked favourably by Google.
What to do:
- Subheadings for clarity: Label different sections, such as “Features,” “Sizing,” or “Why Choose This Product?”
- Short paragraphs: Present your information in digestible chunks — people are more inclined to keep reading if the text isn’t overwhelming.
6. Optimise Meta Descriptions and Alt Tags
The mistake: Leaving meta descriptions and alt tags blank or generic.
Why it matters: Meta descriptions influence click-through rates from search results, and alt tags help both accessibility and search engine understanding.
What to do:
- Write concise, relevant meta descriptions: Summarise your product’s main benefits and include keywords naturally.
- Use alt tags for images: Briefly describe the product image in a way that includes relevant keywords if it fits organically.
Moving Forward with Well-Balanced Descriptions
Optimising product descriptions isn’t just about stuffing them full of keywords — it’s about engaging your audience first and foremost. Remember, search engines are increasingly attentive to how users interact with a page, so a seamless, enjoyable experience can boost your rankings all on its own.
If you want more tailored support, I offer SEO for Ecommerce businesses that includes detailed strategy for on-page optimisation, helping you position your brand to stand out in today’s crowded digital marketplace.
Getting the structure of your online store in order is a crucial first step, but it’s the quality of your product descriptions that often seals the deal. By combining user appeal with targeted SEO, you’ll create listings that rise in the ranks, and resonate with real shoppers.