In today’s society, more and more people turn to eCommerce websites to research items that they are interested in purchasing. This means that product description pages must contain enough information that the potential customer can make an informed buying decision. But what is the optimal word count for product descriptions? Read on to find out.
How Important is the Word Count?
When writing word counts for product descriptions, it’s important to determine exactly how much content you need. If your descriptions are too short, they may not include enough information to convince visitors to your site to make a purchase. However, if they are too long, they may become boring or overly fluffy and distract the buyer from the product’s real purpose and value. Word counts also affect SEO as keyword density plays a big part in optimizing a product description for major search engines like Google and internal search engines on marketplaces like eBay and Amazon.
Of course, the word count will also depend on the products themselves. An item such as a television or laptop will need more information than footwear or beauty items and therefore a longer product description.
A Few Tips to Keep Word Counts for Product Descriptions on Track
1. Know your audience
To convince potential customers to purchase a product, it’s important to have the right tone of voice and use the right wording. So it’s important to understand who will be using the item and its intended purpose. Because word counts for product descriptions are limited, you should always focus on the major features and their benefits and use a tone that engages the reader.
2. Keep Them Short and Precise
It’s easy to get carried away when writing a product description but try to avoid it. Every paragraph should contain enough information to make a reader want to buy the item. Avoid using fluffy language and long sentences simply to meet the word count requirements. Make sure that every word counts and brings something important to the piece.
3. Use Strong Keywords
When it comes to SEO product descriptions, keywords are vital, so make sure you add a strong keyword the title as well as using one or more in the product description itself. When writing shorter product descriptions, be sure to include one in the headline and image caption. However, be careful to avoid over optimization such as keyword stuffing and using too many keywords.
4. Write, Edit and Rewrite
In most cases, the first draft won’t be the final draft. Once you’ve written the product description, read back through it and delete any fluff, unwanted phrases and sentences to ensure it meets the word count requirements. Then proofread it for spelling and grammar, check that it’s correctly formatted and that the product information is accurate before it goes online.
5. Headline Length is Important
Approximately 80 percent of the buying decision comes from the headlines. If a headline is too long, the reader will simply ignore it and move on to the next. An optimal headline should be about six words long and should be interesting enough to entice visitors to continue reading.
6. Answer the ‘Whys’ and ‘Whats’
A good product description will answer all of the important ‘why’ and ‘what’ questions. Make sure it includes all of the information a potential customer needs.
7. Use Other Fields to Provide Additional Product Information
Many online marketplaces give sellers a selection of other places to include more information. For example, Amazon provides retailers with five fields for search terms with each one allowing up to 1000 characters. Various other marketplaces offer spaces for bullet points or other key product features, that can be used to provide additional product information.
8. Use Images That Help to Describe the Product
A picture says a thousand words. Use high-quality, clear images that accurately show the product. Customers like to see what they are buying and typically find products with one or more images more convincing than those with none.
What Word Counts do Retailers Recommend?
It depends on the retailer and the marketplace. Amazon and Dell both recommend at least 300 words whereas Home Depot suggests 125 words or more. If you’re planning to sell using a marketplace like Amazon or eBay, do a little research before writing your product descriptions to ensure each one meets their specific requirements.