How to Write Product Descriptions: 11 Tips to Sell More
This blog was last updated on May 3, 2020.
Product details are often the last thing your customers read before checking out. It’s your last chance to make or break the sale. Do it right and they’ll feel confident to complete their purchase; do it wrong and they may bounce.
It’s a lot of pressure, we know. But with the right words, the necessary information and the precise tone of voice, you can see a significant increase in your online sales.
To help you out with this task, we’ve compiled 11 expert tips on how to write product details for your online store:
Understand Your Shoppers
Highlight the Product’s Value
Use Creative Language
Speak Directly to Your Customers
Make it Easy to Scan
Compliment Your Images
Optimize for SEO
01. Understand Your Shoppers
Get into the head of your customers. Consider who they are, what it is they want to know and how they’ll need to feel in order to complete their purchase.
Start by creating personas of your target audience. Ask yourself: Are they male or female? How old are they? What line of work are they in? What are their interests?
Use this to gauge how to express yourself in the product description text. For example, if you’ve identified your main audience as young and your product is playful, you can use informal language and maybe even emojis, puns or jokes.
For an older or more professional crowd, communicate so they feel comfortable. Get down to business and give them the information they need quickly and clearly.
02. Be Specific
Provide your customers with all the details and specifics they need to know. Let them know exactly what they’ll get when they click “Buy Now”.
Write out the product specs as clearly as possible. Include all the relevant information, like the product’s dimensions, what it’s made out of and whether it requires installation or assembly.
Make sure your customers feel that the product’s cost is justified. Describe the product’s materials, how it is made, everything it can do and what is included in the purchase. Be clear about what the buyers can expect to receive with their orders.
03. Highlight the Product’s Value
A successful product description shouldn't just tell customers what the product is, but why they need it. Don’t shy away from communicating to shoppers exactly how great it’ll be to own and use this product.
Instead of only focusing on the product’s details, tell your customer how the item will benefit their lives. Let them know what they have to gain from purchasing the product.
Consider the difference between these two descriptions for a dog mat:
“This machine-washable mat is made of high-quality cotton and polyester. The bottom is layered with silicone. Fits dogs who weigh between 40-90 lbs.”
“This durable and easy-to-clean dog mat will finally make your pup excited to sleep in his own bed. The cotton and polyester blend gives it a cozy feel while its unique non-slip design keeps your family and your pet safe and steady. The size is perfect for even larger dogs.”
Both product descriptions speak to the same qualities, but the first speaks to the details and the second emphasizes the value.
04. Use Creative Language
Strong, inspiring and creative language is crucial to writing a product description that’ll make an impression. Take the time to find the precise words that’ll entice your shoppers to complete their purchase.
Don’t just write words to fill the space. Avoid cliches like “high-quality” and “must-have.” Swap these terms out for fresher lingo that’ll make your product and brand feel one of a kind.
Use adjectives that provide your customers with more value. For example, instead of describing your jewelry as “unique earrings,” use more colorful and precise language, like “statement danglers.”
05. Offer Solutions
Your customers are looking for a product that’ll assist them or provide them with a specific function. Your job is to respond to their needs.
Consider the problems or pain points this item can solve. Then, explain to your customers exactly what it can do for them and how it does it. Highlight the ways it’s different from other, similar products. Express how its differences make it especially useful. Showcase the ways it alleviates common issues.
For example, shoppers on the search for a new set of headphones may be looking for ones to replace an old pair they aren’t happy with. They’ll therefore be glad to hear the ones you offer don’t have the issues of their previous ones. Show off your product’s comfort and weight, sound quality and lack of audio-leakage to explain why they should buy it.
06. Speak Directly to Your Customers
Your products are made to be used, enjoyed, consumed or operated by real people. So when you’re writing your product details, talk to your audience directly.
Make sure your product descriptions contain some reference to the relationship between product and person. Instead of writing like a salesperson, be a storyteller. Spark your readers’ imaginations and help them visualize a real-life scenario and how your product fits into it.
Exchange passive texts about your product with direct messages to your customer. For example, instead of saying “This organic soap is soft on the hands and smells like a prairie,” speak to your customers directly and address their emotions: “Put this organic soap in your main bathroom. Your soft hands will thank you and your house will smell like a prairie.”
07. Make it Easy to Scan
Your descriptions should be able to be skimmed. Let customers easily scan the product details to get their questions and concerns resolved.
Use short sentences with straightforward structures. Create bullet point lists when describing technicalities or features. Get to the point and say more with less. Assume that your online shoppers are not patiently reading each word. Let your concise description be compelling and impactful.
Showcase your products’ greatest strengths by putting them at the start or separating them from other paragraphs. You want to use them to hook the readers, but that only works if they can be spotted right away.
08. Compliment Your Images
Both the product image and the description are important to help your customer complete the sale. But don’t treat them as two separate parts. The real magic happens when the image and the text work together.
Write descriptions that fill in any blanks left by your images. Address aspects of your product that aren’t obviously displayed or visible in the image. Describe the way the product adjusts or moves or the way its internal mechanisms work.
If necessary, explain to the visitor the context of the image, like the relation of the product to its background or model. Express in words what can’t be expressed through the image alone.
09. Include Recommendations
Shoppers want to know they’re getting a great product. Prove it to them by including a personal recommendation from a user in the description.
Consider using these tips to ensure your customers that this product is worth purchasing:
Explain what people love about this item and how they use it to enhance their lives. Be specific. For example, instead of telling visitors that customers love your fashionable sneakers, write how Steve, 43, from Arkansas, said their arch support helped cure his back pain.
Reference any write ups about the product in publications.
Add a quote from a user. Let proud owners of the product vouch for its qualities themselves.
10. Don’t Overpromise
It may be tempting to laud your product as the best one on the market. But if it isn’t true you’ll end up losing your customers’ trust.
Avoid unnecessary or unsubstantiated superlatives. Instead of simply saying your product is the best, explain clearly what it offers. Describe the features it has that make it better than the competition.
If your product truly is the best, then prove it by describing the aspects that make it stand out.
11. Optimize for SEO
Use your product descriptions to give your online store a better ranking on Google. Find a clever way to integrate the right keywords into your writing to increase your visibility.
Consider the terms customers will most often use when searching for your product. Then add these keywords to your description.
Here are some important tips to SEO-optimizing your product details:
Be subtle. Don’t turn your product description into a clutter of keywords. This is a major turn-off both for shoppers and for Google. An obvious keyword-dense product description will damage your store’s credibility.
Use keywords that work. Utilize long tail keywords. Be specific enough so that you’re not competing for keywords with very broad meanings. Your goal is for customers to find your store when they search for this product.
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