Nowadays, the thing we lack most is time. Whether you work or “waste” it, sometimes it will seem to you that time is never enough and that you are always in a hurry to get everything done. The same goes for shopping. We’ve already brought retail to the brink of extinction together (with a few exceptions like fresh produce) with e-commerce, but we don’t stop there. Webshops must be designed for skimming, not for browsing, ie to make your pages and products recognizable at first sight, because it is very likely that you will not get others.
It's, therefore, crucial to get your product descriptions right. Making them incomplete, overly complicated, or confusing won’t urge your visitor to put in some extra time in figuring it out – they’ll outright move away to another solution that’s just a few clicks away.
Unfortunately, because of the abundance of options available on the web today, these descriptions don’t have the luxury of just explaining what’s on offer, they need to market and ultimately sell the product at the same time. That’s a lot of things relying on something you’ve probably overlooked when making your website management to-do list. Let’s figure out what are paths you can take to get those perfect descriptions.
Do it yourself (or at least give it a try)
You’re a startup, probably alone shouldering the entire endeavor, money is tight – let’s be honest, you’re probably doing this yourself as well. You’ll end up rushing everything because there are a lot of other things that need your attention, and you figure this will iron itself out over time anyway – a football is a football, after all, isn’t it? This whole train of thought is wrong, because descriptions affect a lot of things, from your SEO ranking (that’s directly tied with your Google placement) to conversion rates that keep the money coming in. On the other hand, if you’re thinking about simply copying/pasting paragraphs from a manual – don’t. Others did this and ended up with duplicate content which brings down the aforementioned SEO rating dropping you down the pages into irrelevance. If you have experience with this or have a staff member who can dedicate more than a couple of minutes to this, go for it. Copying/pasting would be the worst thing you could do. Besides that, there is also outsourcing as an option.
Let a professional do the job
If there’s some extra room in the budget, there’s always an option to source out the job to a professional. You would, of course, have to find someone with the right qualifications, which could be time-consuming as there are many freelancers with varying degrees of knowledge. Therefore, if you do not want to waste time and want to find someone quickly with a guarantee that the job will be done, why not try the description writing service. Hiring one such service would give you something to implement right away without the need for changes, while at the same time providing you with a template on how to do the work yourself in the future. A service we’ve found to be a great solution is Top Content. More details about it are below.
What Top Content is all about?
The main reason why Top Content is worth considering as your preferred option, isn’t just in the quality of writing, but also in the versatility, balance, and taking advantage of everything a product description could do for your business. What we usually perceive as quality writing (like Hemingway for example) is not fully applicable to product descriptions on the web. In other words, different rules need to be followed.
Top Content will first take into consideration your entire site and your specification. After that, it will take on the writing of all your product descriptions, meaning throughout your whole site there’ll be a specific and unique style present which is important for your brand, we could say as much as your logo and color scheme. Naturally, all the descriptions will be professionally written to include all the specifications and features of the product, so anybody looking can quickly find what they’re searching for. Stay with us and find out what the great benefits of using this service are.
1. The SEO factor
On top of the aforementioned high-quality writing, and what’s probably even more important, all the descriptions will be made with SEO optimization in mind. We’ve already touched upon this a little bit, but it’s worth mentioning again its importance. Having SEO-specific content ensures you’ll organically rank higher on Google result pages, preferably the first page.
By ranking higher your pages will get to a much wider audience, which is essentially free marketing on the top search engine in the world. After that it’s a numbers game, more people will see your pages/products, visit your site, and at the end of the day, simply more visitors lead to more sales (even if conversions stay the same), which, finally, bumps up the revenue.
With English being widely accepted as the “unofficial official language” on the web, it’s easy to sometimes forget others even exist. However, if you’re looking into content on a global scale, localization is something worth strong consideration. The same can be said if you’re targeting a specific market, or if most of your buyers are from a specific market – you’d want a German language option if 50% of your products are being sold there.
The Top Content option gives more than 20 languages to choose from. All with native speakers behind them, ensuring there’s no drop-off in quality compared to English. The choice of language includes the whole package – writing, grammar, flow, and fact check for all options across the board.
3. Choose your topic
One of the main questions a potential customer (for any product description writing service) is most certainly regarding the topic coverage i.e. is the product you’re selling in the wheelhouse of the service you’re looking to choose. With Top Content, you can’t go wrong because their team (that numbers in the thousands, much like with the language choices), has a plethora of experienced writers and proofreaders from all fields that will easily handle anything you can throw at them.
This practical solution comes in two payment methods. First is the online shopping option, starting from 0.04 € / word, and the second one is the option for agency solutions (for large and complex projects) for which it is necessary to send an offer by clicking on the “Request an offer” option. Whichever option you choose, we believe you will not regret it. The list of satisfied Top Content clients is large and their services are worth mentioning.
It’s plain to see how product descriptions can and will affect your bottom line. As such an important aspect of your eCommerce business, the task is something that should be entrusted to pros, either within your company or outside it. An in-house solution is best if you have one, but a service like Top Content is the next best thing. Boasting a variety of options designed to make life easier in every way, it’s something every eCommerce manager should strongly consider.