Originally posted on November 5, 2015; Updated on February 25, 2022
Product and service descriptions are an integral part of your website content and your SEO strategy so they have to be written
with care. Since these descriptions are how you will attract potential consumers, they also have to be engaging. The following will help
you write killer content designed to attract your target market and generate sales. Contact us today to learn more about how SEO fits into
your over all digital marketing plan.
Build an Outline
The following four steps will make the writing process much easier:
Who will buy your product?
Outline the personas that represent your target audience. Remember, a buyer persona is a semi-fictional representation of your ideal buyer.
So, who is this product for?
When developing your buyer persona, it’s important to consider factors like:
While these factors are all incredibly important while building out your buyer persona, they’re not the only thing to think about. People’s
feelings and thought processes also influence the way they make decisions.
What problem does your offering solve?
Features and benefits are obviously important but tie them to how they will make your potential customers' lives better. The purpose of
writing content for SEO is to be relevant and helpful. Rather than stressing about how to sell your product, describe how your product or
service will solve a problem for your potential customers.
What keywords can you use?
Your potential customers may not necessarily be searching for your exact product or service. They are looking for a solution. Brainstorm
keywords related to your topic that you can naturally use throughout your content. There are keyword generating tools that you can use, such
as Google Keyword Planner. Alternatively, you can check the validity of your keywords by searching them yourself. You can see if people are
searching for those keywords by using them in a search query.
Set the tone.
Keeping in mind the personas you identified in step 1 and the voice of your brand, determine the best tone for your descriptions. Are they
more inclined to want bare facts and case studies or are they lighthearted and more likely to respond better to humour? With that in mind,
you can write your descriptions to best suit your target audience and how they will best receive your message.
Create your Content
Using the information you gathered, you are now ready to write the story that will sell your products or services. Consider including a
backstory; how the product or service became part of your business, especially if there is an interesting history or story of how it came
about. Otherwise, dive right in and provide a general description using the keywords identified as naturally as possible.
Once you have introduced the subject of your description, delve into how the item will be a problem-solver for your audience or provide them
with value they can't resist. Be sure to mention different ways the product or service might be used. Close with a hook that encourages your
potential customers to complete the sale.
Format for Success
Create bold headlines for subsections that will capture attention and encourage reading on. If there are many different features and
benefits, group similar ones under subheadings and use bullet points or numbered lists for more impact. Finally, whenever possible add media
such as photographs or video.
Consult the Experts
We have said time and time again that “content is king.” When it comes to being found online, every bit of content your put out matters, but
it’s best not to over think it. For help with your SEO strategy call Smart WSI Marketing today!
Lynne Motkoski, Digital Marketing Strategist
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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