Writing an engaging, SEO-friendly product description can be a little tricky. This guide will walk you through creating skincare product descriptions that not only help your product get discovered (thanks to SEO!) but also inspire shoppers to hit the 'Buy Now' button."
Benefits of Including SEO in Product Descriptions
SEO plays a pivotal role in writing skincare product descriptions. It works to guide potential customers to your product range in an ocean of options (aka the internet).
By integrating SEO into your product descriptions, you boost their effectiveness and appeal to your target audience.
Rank higher in the Search Engine Results Page (SERPS): Including relevant keywords like 'hydrating face cream' or 'cream for dry skin' in your product descriptions can boost their rankings in search engine results. This enhanced visibility can drive more organic traffic to your website and make your products stand out in the crowded online marketplace.
Make it easy for potential customer: SEO-friendly, well-crafted product descriptions can significantly enhance the overall user experience on your skincare e-commerce site. Giving detailed and valuable information, you can build online trust and credibility.
Increased sales: A detailed, accurate, and engaging product description can effectively persuade potential customers to make a purchase. Stellar copywriting can also help you differentiate your skincare products from the competition, giving you a competitive edge.
Incorporating Keywords into Product Descriptions (Including Examples)
Incorporating keywords doesn't mean stuffing your product description with them. Instead, they should be naturally weaved into your content.
Here are a few examples of different products and how a product description could be revised to become more SEO friendly:
Example 1: Get Glowing Vitamin C Serum
Keyphrase: "Brightening Serum for Face"
Non-SEO-friendly description: "Our 'Get Glowing Vitamin C Serum' will leave your skin looking fresh and glowing."
Revised SEO-friendly description: "Rediscover radiance with 'Get Glowing Vitamin C Serum', your go-to brightening serum for face. This powerhouse blend revives and illuminates for an enviable glow."
Here, the keyphrase is seamlessly incorporated into the description, reinforcing the product's brightening effect on the face.
Example 2: Clear and Calm (Acne Cleanser)
Keyphrase: "Acne Cleanser"
Non-SEO-friendly description: "'Clear and Calm' gently cleans your skin and is great for those struggling with acne."
Revised SEO-friendly description: "Bid goodbye to breakouts with 'Clear and Calm', your ultimate acne cleanser. This gentle yet potent formula combats breakouts without over-drying your skin."
In the revised version, the keyphrase is naturally embedded into the description, emphasising the product's effectiveness in tackling acne.
Example 3: Night Revolution (Retinol Cream)
Keyphrase: "Retinol Cream"
Non-SEO-friendly description: "'Night Revolution', our night cream rich in retinol, helps diminish signs of ageing."
Revised SEO-friendly description: "Discover the power of retinol with 'Night Revolution'. This groundbreaking retinol cream works overnight, softening wrinkles and revitalising your complexion."
Here, the keyphrase 'retinol cream' is skillfully included in the description, reinforcing the product's anti-aging properties and overnight action.
By incorporating keyphrases in this manner, you maintain the original product names while effectively leveraging SEO.
Length of Skincare Product Descriptions
Product description length plays a vital role in capturing customer attention and providing
necessary information without overwhelming the reader.
While there is no one-size-fits-all answer, a good rule of thumb is to aim for around 50 words in the opening section of a skincare product description. This provides enough room to cover key details and results to grab the reader's interest.
Then, expand on the description to include benefits, ingredients and guide for use.
Let’s use our Night Revolution as an example:
Section 1: Starting with a Bang - Opening Sentence
"Rediscover youthful skin with 'Night Revolution', the high-performance retinol cream for multi-targeted rejuvenation while you sleep."
Section 2: Expanded Description with Bullet Points
Next, we'll elaborate on the product's features, incorporating the keyword again:
Experience the regenerative power of 'Night Revolution'. This high-performance retinol cream is ideal for mature skin to improve all-over texture.
Works throughout the night to visibly reduce signs of ageing
Targets wrinkles and fine lines, promoting a smoother complexion
Bolsters skin's natural regeneration process
Ensures you wake up to revitalised, youthful skin every morning
Section 3: How to Use
Directions for use are essential, and we can subtly introduce the keyword here too.
How to Use: "Before bed, apply a small amount of 'Night Revolution' retinol cream to clean, dry skin, avoiding the eye area. Massage gently until fully absorbed."
Section 3: Hero Ingredients
This section shines a light on the main ingredients, including retinol:
Key Ingredients:
Retinol: A powerhouse ingredient in this retinol cream, retinol stimulates skin's renewal process and minimises visible signs of ageing.
Hyaluronic Acid: This superb hydrator keeps your skin supple and moisturised.
Vitamin E: A strong antioxidant that shields your skin from environmental stressors.
You may also want to call attention to any sustainable or cruelty-free aspects of the product / product packaging.
Section 4: Full Ingredients
Next, we present the full ingredient list:
Full Ingredient List: "Water, Retinol, Hyaluronic Acid, Vitamin E, Jojoba Oil, Shea Butter, Squalane, Cetyl Alcohol, Stearic Acid."
Section 5: Call to Action (CTA)
Finally, include a call to action
"Ready to wake up to refreshed skin each morning? Add 'Night Revolution' retinol cream to your cart and super charge your skincare routine"
This CTA is not only action-oriented but also reiterates the benefits of the product, reminding potential customers of the value they stand to gain by purchasing 'Night Revolution'.
By thoughtfully integrating your selected keyword into each part of your product description, you can boost SEO while maintaining a natural and engaging tone.
Hello! I'm Elesha, The Skincare Writer.
I've created content for skincare brands since 2017 helping busy brand owners stay on top of their content creation. My services include blog articles, email copy, social media captions, skincare product descriptions, and content strategy.