Look, we’ve all impulsively bought something online once or one hundred times. But, was it a product description that convinced you to click, “buy”? Companies that know how to write product descriptions that convert deserve a pat on the back. This is a skill you can learn how to do using SEO-optimized keywords and content strategy. Use our tips and sample template below to take your descriptions to the next level.
Getting Started: How to Write Product Descriptions That Convert Customers
What exactly is a product description?
Identifies what the product is used for;
Explains who the product is for;
Shows how the product benefits the customer.
- Contains at least 300 words
Writing a good product description takes a bit of time, but it’s a smart content marketing investment. Look at it like hiring an employee. You have to invest the time to train them, but once they’re trained, they become a valuable asset to your business. They can answer questions, address concerns, and ultimately end up selling your products for you!
Why are product descriptions so important?
Freat product descriptions drive traffic to your store, improve SEO, and increase sales. Bad product descriptions turn potential customers off and leave them frustrated. Worse, they might keep searching and buy from a competitor!
What to take into account when writing a product description
It’s important to research your audience so that you can tailor your tone and language to them. When researching, think about how they speak. Are they formal? Informal? Are they using technical terms or slang? What are their concerns? Check out social media groups, forums, or comments to see what they’re talking about and use it in your copy. Stay true to your brand guidelines and voice and tone. That should already match your demographic—because the creation of your brand voice should center around your ideal customer.
Make text easy to read
Everybody is in a rush all the time. A glimpse is all your product may garner. Make sure your product description text abides by the following guidelines.
Outline important information at the beginning
Use short words and sentences
Give as much detail in as few words as possible
Use bullet points, highlight text (bold, italics, etc).
Utilize headings, subheadings, graphics, and whitespace—no walls of text!
- Use specific language (Ex: “Machine washable” vs. “Easy to clean”)
What to include in your product descriptions
What to avoid in your product descriptions
Instead of saying, “Best nail polish ever!”, give specifics. “Our quick-drying nail polish won Cosmo’s “Best Polish of the Year” award!” Name drop. It will do you a world of good.
Don’t just list the features of the product.
Don’t duplicate descriptions.
Don’t overuse keywords.
Don’t use stock photos.
How to Write Product Descriptions that Convert
Make sure you have an attention-catching headline
Use simple, descriptive words that help the reader visualize your product
Breakdown the benefits of your product
Highlight the product features
Writing Your Own Product Descriptions
Now that you have the details, it’s time to put your knowledge to work!
- A compelling headline. Connect with your target audience on an emotional level.
- A few short sentences to capture their attention. How it will benefit them?
- Bullet points with important product features. What makes yours better than the competition?
- Address any questions/hurdles What are your customers worried about? What would prevent them from purchasing? (Will it fit? Can I return it if it doesn’t?).
- Technical details. As a rule of thumb, the more expensive the product is, the more technical details you should include. (Ex: $10 toy car vs. $10,000 real car).
- A final sentence or two to wrap it up. Remind customers why this is the best product for them.
- Customer reviews/testimonials to give legitimacy. Products with social proof tend to sell better. Show off why other people love it.