Product descriptions explain what a product is and why it is worth purchasing. The intention of a powerful product description is to provide customers with important information, like features and key benefits, that compels them to buy a product.
While most online customers are influenced by a product’s photo, its description fills in the gaps to determine whether the product is the right choice for the customer. An excellent description educates customers on the benefits and unique value proposition and offers a solution to a problem. It can also raise sales, lower refund rates, and build customer trust.
Benefits of a Good Product Description:
For Customers:
- Informs about the product advantages
- Offers a unique value proposition
- Provides a solution to a problem
For Businesses:
- Drives more sales,
- Lowers refund rates
- Builds customer trust
A well-written product description has the power to engage your customers in buying the item.
Poor Product Descriptions Can Harm Your Business
There are two kinds of product descriptions for eCommerce businesses: product descriptions that ‘tell’ and product descriptions that ‘sell’. Many online stores only tell shoppers about the product rather than selling it to them.
A convincing product description has the power to turn a casual shopper into a revenue-generating buyer, and a poor product description can hurt your eCommerce business.
A poor, bland product description can harm in two ways:
It may not inspire a shopper to buy or give them enough information to make a positive buying decision.
If you copy the product description given by the manufacturer, your page, or even your site, may not perform well in search engines. Google does not inflict a penalty on sites for copied content unless it considers duplication was used for deceptive purposes, but when faced with duplicate product content across many eCommerce sites, Google may pick just one site to display in its search results.
A description doesn’t have as much to do with the length of text or the verbosity that you use as you might think. The primary purpose is clearly to explain what the product does and why someone should purchase it. When a product is self-explanatory, you do not need to be elaborate.
Follow these simple ways to create compelling and unique product descriptions that sell and persuade potential customers to buy your product.
Focus on Your Target Market
The initial step to writing a convincing product description is to define your potential customer. You should focus on your target market and define which features would be most interesting to them. In an eCommerce business, you should know your ideal target market and the type of people who are interested in your products, so you can develop relevant content for this syndicate rather than trying to sell to everyone.
When crafting your product description, keep these questions in mind:
- How did this person reach your page?
- What are his/her interests, generally?
- How would this person explain the product to a buddy?
- What qualities or advantages would fascinate this person the most?
Once you know this information, you can better write relevant content that sells. Describe how your product provides them value and connect with their community. Researching shopper profiles also helps with marketing, product development, and store design.
Benefits over Features
As a business owner, you get excited about individual product features and specifications. You want to showcase that your product has the best features and unique specifications. When writing product descriptions, you may be tempted to list out all out all their features to share this crucial information with your potential customers.
However, the buyer is not necessarily interested in the mundane features of the product. Instead, they want to know how the product benefits their everyday lives. If your customers do not see the benefits, they are not interested in purchasing your products.
To tell the difference, a product feature is a realistic account of the product that provides technical information. On the other hand, a product benefit describes how the product improves the buyer’s life.
Therefore, it is better to list the benefits of your features rather than a list of specifications. You must ensure your description is communicating the right message.
Explain “how” a particular feature benefits their lives and “why” it is an essential purchase.
Consider FAQs
Consider the most frequently asked questions by your customers.
We consider these questions while writing our product content:
- How much maintenance does the product require?
- What is the metal and the finish of the product?
- Is it sturdy enough?
- How is this product used?
Creating a list of your frequently asked questions and including answers in your descriptions makes life easier for you and your customers. You can expect customer support inquiries to decrease with proper product descriptions. Go through your FAQs to see if there is any information that you can add to your product descriptions as time goes on.
Use Natural Language and Tone
A convincing product description uses natural language that you use in a real conversation with your friend. Do not use empty adjectives or sweeping claims. Just write a suitable description of the product that spotlights its advantages. The tone should appear natural and should be in line with the general tone of the brand, overall. By taking care with these words and phrases, you can more easily convince your customers to make the purchase.
When creating product descriptions, look for any describing words or adjectives that could use a little bit of dressing up. Rather than utilizing words like “fine” or “high-quality”, choose power words like “remarkable” or “sensational”. By incorporating these words into your product descriptions, you are cleverly convincing the buyers that your goods are interesting, appealing, and worth their money.
Make it Easy to Scan
Due to short attention spans, most people read little of what is on the page. Your product description needs to capture that coveted small time frame effectively. The buyer should be able to easily find the information they want without wasting time sifting through other pieces of information.
Make your descriptions scannable by using bullets, small paragraphs, lots of blank space, and various fonts sizes.
Specs and ingredients can be easily put into bullet points. The story and highlights can be made into a short paragraph. The product title can be changed into a heading.
You are less likely to lose a potential customer by making your product description more natural to read.
Along with quality writing, you must have quality images to give your product description life. Many buyers consider a product’s image to be more important than its description and reviews. Thus, an essential feature of your product description is the photo itself.
Quality photos easily portray the key features of your product to the customers. They also enable the customer to visualize having this product in their life.
Investing in high-quality product images has a positive effect on your success. They help build the trust and confidence of a customer.
Optimize for Search Engines
The easiest way is to attract new customers to your page is by using search engine optimization (SEO), the initial step in influencing a person to buy your products. It begins with keywords, which are usually the search term that buyers use to find the product that they are shopping for. You can easily find out which keywords are best for your website with a little bit of keyword research.
For great SEO practices it is recommended to place keywords in:
- Product descriptions
- Page titles
- Meta descriptions
- Image tags
Run your keywords through a keyword research site to generate a list of related keywords. This tool scans the internet to find which pages rank the highest in search engines for your selected keyword. This tactic gives you a better idea of which keywords to use in your product titles or product descriptions.
These simple ways to create compelling and unique product descriptions that sell are based on consumer research. They have been shown to be useful in improving sales. The chief takeaway is that descriptions of your products should not push your product so much as prove why it improves the life of your customer. And if you convince your customers of that, your sales increase.
With a powerful product description, you share your knowledge about your product. When writing, tell stories and explain even the tiniest details. Try not to be boring and instead delight your web visitors with compelling descriptions. Most importantly, write with passion because your enthusiasm for your product is infectious.
For a powerful product description:
- Introduce with a powerful headline.
- Incorporate attention-grabbing words.
- Explain with plenty of detail.
- Include features, stress benefits.
- Describe how it solves the customers problem.
- Enthusiasm is contagious, even in writing.
- Engage with social proof.
- Apply best SEO practices.
