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4 Steps to Write More Compelling Category Descriptions

by | Nov 2, 2015 | Writing Tips | 1 comment

Category descriptions are an increasingly important part of SEO strategy and are becoming a larger part of our product mix. Writing this type of content requires a slightly different mindset than traditional blogs or other SEO content. Before starting your next project, remember these four things to create more compelling category descriptions.

1. Keep It Conversational

The goal of category pages is to establish an emotional connection between the customer and the company. The tone of your writing is a large part of this.

  • Familiarize yourself with the personality of the brand and mimic that voice.
  • Whether the tone is formal or casual, keep the copy conversational, like you are speaking face to face with the customer.

Don’t get too technical. Product specs are important but belong in product descriptions, not category descriptions.

2.  Emphasize Benefits With the Right Words

People are inherently selfish and want to know what’s in it for them. Let them know how the products fill a particular void and add value.

  • Choose adjectives and other words carefully to appeal to the target audience.
  • Use industry lingo when applicable.

For example, if you are writing category pages for a high-end boutique, you might say, “Join the glitterati this weekend by accessorizing your LBD with one of our opulent necklaces.”

If you ever find yourself at a loss for just the right words, check out The Big List of 189 Words that Convert or reference Words to Use.

Adjectives and other words go a long way to eliciting the desired response from the customer, but don’t overuse them. Keep the copy clear and concise.

3.  Use Complete Sentences

As with any type of content writing, always use complete sentences. While it might seem natural to simply write “Free Shipping” or “Measures 3-inches by 5-inches” in category descriptions, fragments like these activate low-quality filters with major search engines.

4.  Avoid If/Then Statements

Generally speaking, it is best to avoid using if/then statements. The fact that customers are on the category page in the first place means that they are shopping for a certain type of product. Instead, embed a call to action in the copy.

  • Don’t: If you are shopping for lighting solutions, you can find a variety of products that brighten up your home here at Guiding Light.
  • Do: Brighten up your home with innovative lighting solutions from Guiding Light.

Regardless of what type of client you are writing for, category descriptions that incorporate these four elements perform better. Comment below if you have any other helpful tips on how to write these unique descriptions! Check out some of our other content marketing posts to find more ways to improve your website’s content.

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