Writing a website description for a product page is a little easier than writing one for the main page because product pages are not supposed to represent the entire business.
Instead, they represent something that provides a tangible benefit to the consumer:
Selling a squeegee? Let the reader know that this spatula will make cooking easier.
Selling a weed whacker? Let the reader imagine a quick and easy journey through the grass.
For a good example of a persuasive website description, let's look at the search results for So Worth Loving stickers.
Capitalizing the site description is a bold move, and I certainly don't recommend capitalizing on the entire content. But it works here because the capitalization here doesn't seem to draw attention to itself. It also distinguishes the note from the rest of the body. The description that follows the note is useful because it emphasizes the reader.
You do need to explain what makes this product different, and So Worth Loving does a great, great job of illustrating the label by emphasizing the durability and the name of the site. But after that, it's all about letting the customer imagine themselves using the product.
The description suggests the fun buyers will have when they see the sticker as "the best little reminder". Offer ways in which the stickers can easily be incorporated into their lives: "Put them on your car, on your notebook, on your hand bottle, anywhere you want to see them."
The ending is particularly effective. The beginning of the sentence implies that the product will make you feel some kind of strong emotion, but then it will make you click on the title tag to find out exactly what that emotion is.
While some SEO experts will tell you to make sure your website descriptions are all full sentences, half-sentences can do wonders for your click-through rate.
If you're going to use this strategy, it's best to keep your website description as close to the limit of about 155 characters as possible.
Now that we've learned about website descriptions, you may be wondering: what's the best way to apply this knowledge to your business?
First, focus on what will convince searchers to click on your title tag. This requires answering two questions.
What do you offer?
Why should I buy from you?
For product pages, the first query has a simple response: you offer your product. The second query will be answered by the simple fact that you are the person selling the product.
Let your readers know what you do, tell them about your unique selling proposition, and communicate this information several times, as the website description is not the place to make a fuss. It's common to come up with an effective website description for the main page, so it's best to be patient and think carefully about your brand.
If you've been in business for a while, how are returning customers reviewing your business? If you are new to the industry, why do you think this business will appeal to customers?
Talk to people about your business and develop a description as if you were selling it in a lift. You will most likely need to draw up several drafts. It's important to get things right as this will be the first time many customers will be exposed to you and your brand.
【Source text:by report】
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