Beauty Copywriting Tips: How to Optimize Your E-Commerce Product Descriptions
Beauty products are a highly competitive market and whether you’re a brand founder with a start-up skincare brand or makeup brand – you’re likely going to run into the issue of how do you get your products seen by people searching for them? You might have the perfect product for targeting a certain beauty issue but amidst thousands of beauty products on the market and on Google it can be difficult to achieve a Page 1 ranking.
Here are some tips to help you write effective, SEO-optimized beauty product descriptions for your online and e-commerce store.
1. Focus on Product Benefits
Consumers want to know what's in it for them. Highlight the benefits of your product, such as reducing the appearance of fine lines, moisturizing skin, or providing a radiant glow. It’s a good idea to call out the benefits your products can provide or the concerns it will help to target (for example: call out that your moisturizer is good for oily skin, helps combat shine).
2. Use Keywords
Choose keywords that accurately describe your product and that people are likely to use when searching online. For example, "organic face serum," "anti-aging cream," or "volumizing mascara." It can be helpful to use a tool like Google Trends or SEM Rush to generate keyword ideas and give you insight into how many people are searching for your product.
3. Include the facts
Use specific numbers and measurements to give your product descriptions more credibility and expand upon the product benefits. For example, "This face serum contains 20% Vitamin C," or "Our mascara provides 8 hours of volume."
4. Don’t get too fluffy
Although having a brand with a well crafted story and specific tone of voice can be helpful in setting you apart in the competitive landscape – it’s important to speak in a simplified way that communicates your products benefits. You might have a cool term to describe your product – but a consumer may not understand it and it might not be something searchable on Google.
5. Highlight Unique Product Features and Packaging
Differentiate your product from others on the markets by highlighting unique features, such as a special ingredient, innovative packaging, or a one-of-a-kind scent. Consider sectioning your site with a special ingredients tab or a banner showcasing the packaging. buzz-worthy and trending ingredients, trends your product is suitable for creating, and packaging related features like refillable and recyclable are good to call out.
6. Test Your Product Descriptions
Test your product descriptions on a small group of people to see how well they resonate. Based on their feedback, make any necessary changes to improve their impact and effectiveness. Depending on the size of your brand and resources you may like to consider A/B testing for this.
7. Consider Legal Regulations
Yes – your product might be the greatest innovation ever in your book. You may swear that your face cream made your fine lines and wrinkles instantly disappear – but what testing do you have to back this up? It’s important to be very careful of any claims and consider any FDA (or other local regulations) that could come up.
Whether your brand focuses on skincare, makeup, fragrance and perfumes, nail polish or hair care – SEO plays an important part in the product journey of your customers and helping them find a product that will match what they’re searching for.
Certain online marketplaces allow you to integrate SEO into your product pages without too much fuss or HTML coding. For example – Shopify and OrderSpark.
From the understanding the ins and outs of SEO to knowing how to carefully craft copy to be in line with many FDA regulations and legal and claims restrictions we help brands from all sizes to perfect their copy – get beauty copywriting.
