Table of Contents
A product description is your first impression of a brand, and it should be more than just information about the company. It should tell you what makes this particular product unique – how the customer benefit will make their life better.
The part of an internet listing that discusses what an item is and why it’s worth purchasing is called a product description. A well-written product description may drastically improve the visibility of your listings while also qualifying, convincing, and enlightening the reader.
It must do more than merely explain the product to be successful. A well-written product description can educate your consumers, express your brand, and attract searchers to your business, resulting in increased sales and other key performance metrics (KPIs).
1. Define your product description’s goals.
While it isn’t essential to spend time outlining detailed strategies and objectives for each product description you create, it is critical to begin by determining what success will entail.
A good product description will include the following:
- Demonstrate to the consumer that they are a great match for your brand and goods by qualifying them.
- Persuade: Provide convincing arguments why the buyer will benefit from purchasing the item.
- Inform: Provide accurate and relevant information to boost buyer confidence and reduce return rates.
- Boost: Increase the visibility of your listing by optimizing search engine results.
Though the primary aim is to boost conversions, effective copywriting may improve performance across a variety of critical retail measures. If your business is currently up and operating, determine which KPIs should be improved and keep them in mind while you update your inventory.
Here are some KPIs to think about:
Focusing on the specificity and correctness of your listings may have a big influence on your return rate. According to SaleCycle’s 2020 study, one of the most common causes for returns is delivered products that do not match their product descriptions. It claims that 64.2 percent of customers have returned items owing to inconsistencies in the listing. As a result, the more educated your consumers are, the less likely they are to cancel purchases.
Bounce rate may also be reduced by writing functional descriptions. Customers will leave a website if they believe they are in the incorrect location, whether they are comparison shopping or looking at an ad. Your writing may maintain on-page attention by qualifying and showing the customer’s compatibility by employing tone and material strategically matched to your target audience.
Perhaps you’re not getting enough customers in the first place. Because product descriptions that are poorly written or missing have a significant influence on search engine results, organizing your listings with SEO in mind is a certain method to increase traffic.
You may build a successful product description by understanding where to concentrate your attention and how to measure the effectiveness of your listings.
2. Determine Who You Want to Reach
The next step is to figure out who your buyer is. Do you target stay-at-home parents or corporate executives? Is your target demographic 20-somethings on the lookout for the latest trends? Perhaps you cater to a gaming audience? In your product description, you should concentrate on communicating to whomever your ideal consumer is.
Create a picture of your target consumer in your imagination to begin. Consider who they are, what they do, where they spend their time, and what needs they have. This is known as developing a client profile, and it’s a very useful marketing tool.
Having a clear picture of your target consumer will make interacting with them via your writing much more efficient. This stage is crucial to a successful product description because it transforms product-centric language into a lively, customer-centered discussion, which is what sells.
Here are two versions of a product description, one written with no consideration for the consumer profile and the other written with it in mind:
The material is thorough and factual, but there is no way to connect with the reader and determine whether or not they are a good match for the product. (Image courtesy of The Horse Junkie)
The listing connects to the client and pulls them in by rewriting the product description with the target audience (horse lovers) in mind. (Image courtesy of The Horse Junkie)
3. Determine the tone of your listing
The “personality” of your shop or brand as expressed via your writing and how it is perceived by your target audience is known as tone. Having a consistent and powerful tone is an important aspect of overall branding success, but even putting a decisive tone into your product descriptions can make a major difference.
Tone may be described as a writing tool by asking the following question:
In person, how, where, and why would you approach your target buyer?
Consider the following scenario for a hypothetical encounter with your customer: Would you meet them in a business situation, such as an office or a conference? Perhaps a chance to meet at a coffee shop or a craft beer bar? Perhaps a conversation to fill the time during your children’s playdate?
Understanding the mechanics of a face-to-face discussion can help you find your optimal tone. Any conversation will take on its own tone—business, technical, informal, humorous, snarky, educational, and so on. You can pull the consumer in and give them a cause to remain on the website by applying that to your copywriting.
By employing a professional, no-nonsense tone while yet being conversational, this description of a hydraulic arborist’s saw clearly targets a hard-working business consumer. The use of highly technical, industry-specific phrases, details, and features perfectly complement the tone. (Photo courtesy of Northern Tool & Equipment)
This backpack product description, on the other hand, utilizes a bright, lively tone that appeals to trendy, on-the-go ladies looking for shape and function. (Photo courtesy of JPeterman)
Do you see the distinction?
It’s finally time to speak about your product once you’ve evaluated your consumer profile and established the tone for the discussion.
4. Convert item features into must-have advantages
Many entrepreneurs concentrate entirely on actual features, specifications, and crucial details in their product descriptions—all of which are critical aspects—but the ultimate aim of a great listing is to express the concept that your product would improve the buyer’s life. Sure, you want to highlight your product’s best features, but your main goal should be to provide the consumer with the right reason to acquire it.
To accomplish so, you’ll need to translate information about your product (such as its structure, intended purpose, unique features, material, and specifications) into user advantages. Here’s an excellent example:
(Image courtesy of Amazon)
The description of this Kindle turns hard data into purpose-driven, relevant advantages by considering the target audience and employing a firm tone.
The writer might have said that the gadget has a high-capacity 1600 mAh lithium-polymer battery, but transforming that feature into the advantage it gives leads customers to imagine a charge period of less than an hour. Similarly, the gadget is marketed as “lightweight than a paperback” and can be “read easily with one hand,” which is significantly more appealing than just noting that it weighs 6.4 oz.
Impersonal information will be transformed into personal benefits in a good product description. You’ll need to concentrate your attention on what your target buyer values in order to achieve this successfully. Here’s a breakdown of each feature listed in the Kindle product offering and how it relates to its target audience:
You’re ready to create a product description that teaches, motivates, and educates your consumers with that strong inspiration in mind.
5. Focus on Format & Length
According to Chartbeat’s page view and engagement statistics, you only have 15 seconds to pique your customer’s attention before they close out of your store’s tab and go on. Because you only have a brief window of opportunity, it’s critical to make your postings as appealing and scannable as possible.
You shouldn’t create a mountain of language in your product descriptions since it’s almost certain that your visitors won’t read them. Instead, create a quick-scan layout that highlights your product’s merits, such as this:
Customers like immediate information, therefore the quick-scan format works. Use bullet points or strong headings to communicate significant advantages in an eye-catching fashion after a short introduction. Then, in the body, write your whole description. Break it up into bite-sized chunks with subheads and one- to three-sentence follow-ups if it’s large (say, 300 words or more).
Close with an enticing phrase that encourages users to click the “ADD TO CART” button, such as “one click makes it yours,” or “limited availability” for seasonal products.
Different product kinds and platforms will need different product description styles, but using this guidance as a starting point is a wonderful place to start. Sticking to a template, especially if you’re writing a whole inventory’s worth of listings, increases productivity and uniformity. In reality, that’s how expert copywriters produce large quantities of product descriptions, so it may make your work easier as well.
It’s time to write now that you’ve thought about your buyer and tone, identified the advantages, and decided on a structure.
6. Craft a product description
Write your initial draft quickly and without hesitation, since this will result in a more direct and spontaneous tone. Don’t get caught up in running edits; instead, think about your target audience and tone. Later on, you’ll be able to polish and develop your work.
As you get started, keep the following points in mind:
- What are your objectives for your listing(s)?
- What is the demographic of the consumer you’re attempting to reach?
- What would the tone of face-to-face interaction with them be like?
- Which product aspects should be promoted, and how do these features translate into customer benefits?
- What will your product description’s format look like?
Consider applying established copywriting methods to your work as you write. Readers dislike product descriptions that are over-engineered or filled with marketing-speak catchphrases, but a few basic methods may help you boost the impact of your text.
To convince clients to purchase now rather than later (which frequently ends up being never), you must demonstrate that it is in their best interests.
Ads like “Only three left in stock!” mention stock scarcity to drive visitors to act soon. “Only 2 size SM available!” or “Only 2 size SM available!”
With limited stock alerts, this online retailer entices customers to purchase. (Image courtesy of TheGood)
Offers that are only available for a limited period are likewise very effective sales generators. Using language like “Sale expires tomorrow, don’t miss out!” to explain the time-sensitive nature of the transaction is a terrific approach to increase conversions.
Another technique to create a feeling of urgency is to provide time-limited bargains in your checkout process. You may increase the chance of a sale by telling the buyer on the product page to “Order in the next five minutes to earn free delivery!”
Answering “yes” to a question makes a client more likely to respond “yes” to subsequent questions, including whether or not to purchase, according to a tried-and-true theory utilized in both sales and copywriting.
Consider how the advantages of your product connect to your target consumer, and you’re certain to come up with a few questions that have easy “yes” responses. “Does your cat’s litter box make the room smell stale?” for example. or “Are you yearning for a beach vacation?”
A good product description will make your reader want to connect with the thing you’re selling. Infusing your writing with sensory language is a great method to do this.
Reading a description of a product that clearly explains how it feels, tastes smells, and looks truly stimulates sensory areas of the brain, leaving a true and lasting impression on the client. Consider the following terms that apply to your item.
This product description uses terms like “cloud-weight” and “buttery hand-feel” to appeal to the reader’s sense of touch. (Source: Boll & Branch)
Above all, create your content with the client in mind rather than the brand. Surprisingly, what matters and speaks to customers is almost probably not the same as what matters and talks to retailers. As a result, constantly consider how your work will be received by your audience and make it as personal as possible.
Read your first draft aloud to yourself after you’ve finished it. Is it grammatically correct and appropriate? Is it easy to read and understand, with no cumbersome phrases or too large words?
If you can firmly respond “yes” to those questions, it’s ready to move on to the last step of your product description.
7. Revise for Perfection & Search Engine Optimization
The next stage is to proofread and revise your work. First, look through each word again to make sure there are no spelling or grammatical mistakes.
Smart-editing capabilities are included in most major word processing systems, such as MS Word and Google Docs, and they highlight faults and provide recommendations. Advanced alternatives, such as the Grammarly plugin, may speed up the editing process and even aid with flow and tone.
Grammarly is a free plugin that will help you improve the quality of your product descriptions.
After you’ve polished and cleaned up your content, use SEO to make it search engine friendly. The purpose of this phase is to increase exposure and get as many people to notice your listing as possible.
The process of increasing the quality and quantity of search engine traffic to a website or page.
It’s crucial to avoid crafting your product descriptions only for SEO purposes. Because modern search engine algorithms are so advanced, what’s nice for your reader will help you rank higher. In the present world of ecommerce, outdated SEO techniques like keyword stuffing and aiming for a hyper-specific word count will actually work against you.
Identifying the target term searchers will use to locate your goods is a fundamental (but vital) SEO tactic. This may be as easy as “plastic wine glasses” or “fake plants,” and it should be mentioned in your title and/or description.
Enter your term into Google to discover what sites are currently ranking. Examine their product lists and copywriting. What are the commonalities? How do their product descriptions seem in terms of layout? What type of words did the authors use?
In general, search engines favor clarity and usability. The top-ranking Google items will almost surely have descriptions that are both informative and consistent with the brand. Use these as a starting point and inspiration, but keep in mind that originality is a big factor in SEO, so make sure your material is completely unique.
This product description targets the primary keyword “pepper mill” as well as some additional, more refined keywords—like “wood pepper mill” and “marble grinder.” It also provides clear and concise information that appeals to readers and Google’s search rankings. (Source: Crate & Barrel)
Finally, keep in mind that SEO affects other elements of your business. Good product photographs that are unique to the web can help you rank higher, and they should include your target keyword in the filename, alt tag, and description. Encourage your purchasers to provide feedback since it helps to increase the exposure of your listing.
Supplementing your product descriptions with customer reviews provides social proof to promote sales. It can also help boost your search engine rankings. (Source: Bed Bath & Beyond)
Do’s & Don’ts of Writing Product Descriptions
A well-written product description may make or break a deal. Here are a few more pointers on how to make your own:
Make it personal. To communicate directly to your customer, use the phrase “you.” Make it seem conversational by asking questions and including product-centric tales.
Use justifiable superlatives (such as “top-rated on Trustpilot” or “world’s brightest flashlight with a 100,000-lumen output”). Did your product win an award, get a mention in a publication, pass a test, or get a lot of 5-star reviews? Those are significant accolades that signify a lot to your consumers.
Make sure the text is readable. Make sure your product description appears excellent and readable on the page, regardless of the style of your content. To be on brand and, most crucially, readable, font color, typeface, backdrop, and positioning should all fit together.
Use superlatives that aren’t warranted (such as “best in class” or “top-ranking brand”). If you’re not referring to a legitimate class or rating, don’t use it.
Use meaningless words like “high quality” or “cutting-edge” to describe your product. Instead of pointless filler, use detailed details.
Use a lot of jargon. Whether it’s okay to sell your target consumer using specialist, highly technical terminology depends on your tone, but in most circumstances, it’s perplexing and off-putting.
Make use of stuff that has been copied. Duplicate content from other places on the web harms your search engine rankings, and it’s not good for your brand in general.
Conclusion
Although there is a lot that goes into writing high-quality content, anybody can do it—and the benefits are well worth the effort. Conversions and other crucial KPIs will improve if you spend some time focusing on your consumer profile, tone, and format.
Once you’ve mastered the art of writing effective product descriptions, take your listings to the next level by learning how to capture professional-quality photographs with your smartphone and extending your offerings to include product videos.
A good ecommerce platform is the foundation for all positive product listings. To operate your business, we suggest Shopify—its inexpensive, scalable options allow you to list an infinite number of goods, maintain inventory, manage SEO, and advertise your products.
Through constructive listings and product descriptions, your ecommerce business may reach and sell more than ever before with the appropriate platform and a little amount of effort.
