Does it make sense to create category descriptions with customers in mind?
how extensive should category descriptions be,
how to optimize content for SEO,
what category descriptions should and shouldn't look like,
how to use category descriptions in product descriptions.
Turn category descriptions into success
Are you wondering what the point of kuwait telegram phone number list creating category descriptions that provide value to potential customers is? Are you wondering who among buyers reads content describing a given product category? Your doubts are valid, but don't doom such content to failure from the outset.
Want to know how to write category descriptions? To generate interest, they need to:
carry important information,
intrigue,
interest,
dispel shopping dilemmas.
Such content will encourage you to take the next steps – familiarize yourself with the assortment and place specific products in your basket.
What should category descriptions contain? The text should be informative, but at the same time it must encourage you to familiarize yourself with the assortment and make a purchase. Therefore:
write what products are available in this category
present the most important features and operation of the products
show the differences between the models
show what criteria to follow when choosing a specific product
post answers to frequently asked questions.
Remember! A good category description will help dispel doubts and encourage you to familiarize yourself with specific products.
It will be easier for the customer if the store also provides the ability to filter products within a given category.
How to write a good category description?
You already know what a category description should contain. But are you still wondering how to approach it from a practical perspective? Below are a few rules to follow.
Establish a persona
The category description will be “burned” if it is not directed to a specific group of recipients. You cannot write to everyone, because then the content will not reach anyone.
It is best if you define the persona very precisely – taking into account all the details. If this is not possible, determine its most important features. Consider, among others, demographic data, economic and social situation, stage of the purchase path. Also take into account weaknesses and needs, which will be an ideal starting point for creating effective category descriptions – motivating to familiarize yourself with the offer and choose the desired product.
Adapt your communication style to the recipient
The style of category descriptions must be consistent with the brand's communication style. Because can you imagine minimizing the distance between the seller and the customer in a store offering exclusive watches? And vice versa - how would people shopping in a skate shop react to official returns?
Read more: How to write texts tailored to your audience
Why is it important? A discrepancy in communication style can translate into a change in the perception of the brand by a potential customer. This will be reflected, for example, in a decrease in trust, abandonment of the shopping cart.
Based on the scheme: feature-advantage-benefit
When creating a category description, you cannot focus solely on the features of the products offered. You must present something more – something that will further convince you to buy. The idea is to emphasize the advantages of the products along with a description of the benefits. Through the category description, you must show the customer that the available assortment will be a remedy for their problems.
Encourage to take the desired step
When creating a category description, do you want to encourage the customer to familiarize themselves with the assortment? Communicate this to them so that they know what you care about. A properly formulated Call To Action (CTA) will help with this.
In the category description, let it be an invitation to familiarize yourself with individual products or to contact the store in case of any doubts.
Category descriptions from an SEO perspective
Although category descriptions in an online store can indirectly improve sales results, most people see them primarily as potential for SEO. Such content is an additional field for keywords and to inform Google robots about what is on the page. This in turn can affect the category subpage's positioning in the search engine. It can, but does not have to, as the examples below confirm.