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Etsy Product Description: How to write Etsy listing descriptions that sell

Etsy Product Descriptions: How to write Etsy listing descriptions that sell
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Etsy Product Descriptions: How to write Etsy listing descriptions that sell

Today’s topic is going to be all about Etsy product description.

I know some of you might think that your product description would be at the bottom of the list when it comes to what helps you sell on Etsy.

And don’t get me wrong, I would probably argue the same: yes, there are things that you should focus on first before your Etsy product description (your photos, your SEO, …).

But that doesn’t mean that you should not worry about it and write whatever comes to your mind. No, you need to take some time to think about all the things that you want to include in your product descriptions.

Why should you make sure your descriptions are top level for all your products? Well, that’s because it is going to be one of the main factors that will help a potential customer become a converted customer.

If a potential customer reads through your description and it doesn’t have the necessary key points to answer all his concerns and questions, it is very likely that this customer will leave to buy one of your competitor’s products.

So what should you include in your Etsy product descriptions? Here is a list of key things that your descriptions should be:

    1. Full of relevant information

When you think about your customer’s journey, from searching for your kind of products to clicking on your listing to finally buying, what do you think your customer will be looking for? Relevant information and answers to their questions.

At first, your listing photos should answer most of these questions but there will always be some more because there are so many things that you can include in your listing photos.

That’s when your description comes into play: your description needs to answer all potential questions your customers might have when thinking of buying your products.

I read this saying once which I thought was a fantastic way of seeing things: “write your descriptions as if you didn’t have any photo and add photos as if you didn’t have any description”.

Product photos and product descriptions truly work hand in hand when it comes to helping your potential customers convert.

As a result, the objective of each of your descriptions should be to remove all doubts your customers might have on both your product and your shop.

A few examples of the information you would want to include in your Etsy product description could be:

        • What are the measurements of the product?
        • What are the different colors available?
        • How do you use this product?
        • What are the materials/ingredients used for this product?
        • How long will it take for me to get this product?
        • What happens if I want to return this? Do they offer free returns?

    Etsy Product Descriptions: How to write Etsy listing descriptions that sell

    1. Organized

Once you have gathered all the pieces of information you think your customer might need, it’s time to organize it in a readable way.

I usually recommend Etsy sellers to organize their descriptions in sections with clear titles so customers can go and read exactly the section they’re interested in.

A few examples of sections you would want to include in your Etsy product descriptions could be:

      • Product information
      • Shipping and delivery
      • Ingredients & Materials
      • Care Recommendations

Creating sections such as these is the best way to make it easy and smooth for your customers to find the answer to their questions.

Once you have all your sections, simply organize them from most important to least so your customers can have access to the most useful information first.

    1. Convincing

If a customer clicks on your listing and then takes the time to read through the product description, it is safe to assume that he or she is well advanced in its buying journey.

At that point, this potential customer needs to be sure that this product is what he or she needs.

That is why you need to also include THE information that might make this customer transform into a converted client. In marketing, we call this your Unique Selling point, something that only you give, that thing that makes your product or shop different from the rest.

So think about it for a moment, what is your Unique Selling Point?

Is it this high quality material that very few sellers offer? Could it be this special promotion that you’re offering this month only? Is it this free gift that you give in each order?

Put yourself in your customer’s shoes and think about what differentiating element would make you stand out from the crowd.

And to help with this, why not include at the end of your description some information about your customer reviews. You could simply call this section “What our customers think of us” and include in it the last 5 stars reviews you’ve had. It’s a good little tip to help your potential customers know that you are selling quality products & services.

    1. Lengthy

Your product description should be relatively long for you to give all the information that your customers might need.

There is no magic number but I usually recommend at least 200 to 500 words.

That doesn’t mean that you should write anything and everything that comes to your mind only for the sake of fitting into this word count. If you feel like your shop description includes all the relevant information to answer your potential customer’s questions with less than this word count, then that’s fine!

The length of the Etsy product description also matters when it comes to SEO (Search Engine Optimization). The more keywords you have in your description, the more likely you are to be found on Etsy as well as on Google.

Which brings me to my next point…

    1. SEO Friendly

Your Etsy product description should first talk to your customers and then, talk to the Etsy algorithm. As I said earlier, SEO is basically the piece of code that Etsy created to help match customer searches with results.

That is why when you search for blue earrings on Etsy for example, you (mostly) find exactly what you’re looking for which is: blue earrings.

All the sellers that appear in this search will have included in their title, tags but also their product description this specific keyword.

Now that doesn’t mean that you should only include keywords in your description and nothing more. I usually recommend avoiding what is called “keyword stuffing” which basically means writing a bunch of keywords separated by commas that absolutely no real humans would actually read.

Instead of doing that, incorporate those important keywords in readable sentences so that your customer gets some real value from reading your product description.

To give you an example, instead of writing only “blue earrings, jewelry women” in your description, you could write: “Our blue earrings is one of our favorites as well as one of our best sellers. Created with women in mind, these earrings would be the perfect addition to any women’s jewelry collection.”

And that’s it! With all these key elements added to your Etsy product description, you will have a convincing and converting product description that will help you sell.

Etsy Product Descriptions: How to write Etsy listing descriptions that sell

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