How To Write Product Descriptions That Actually Promote


Congratulations! You’ve achieved the laborious web site promotion work to steer a possible buyer proper to your product pages.

However you may’t relaxation in your laurels fairly but.

As they learn by way of a product description to resolve whether or not or not they’ll buy one thing out of your e-commerce enterprise, the million-dollar query arises: Will they purchase what you’re promoting?

The reply, largely, is determined by how a lot effort and time you place into your product description.

It could appear drastic to weigh product descriptions so closely, however analysis reveals that they’re typically a decision-making level within the buyer journey.

Merely put, customers who discover enough info in a product description are extra prone to really feel assured and make a purchase order.

Those that don’t? They’re extra prone to abandon the web page or bounce out of your web site altogether.

A blue horizontal bar graph shows 2022 average desktop and mobile web bounce rates by industry

In an online-heavy, post-pandemic world, there are three main components influencing how U.S. customers select the place to buy:

  • Supply choices and velocity (amen)
  • Worth (in fact)
  • The standard of the web pictures and product description (wow!)

Properly-written product descriptions are a important conversion instrument for contemporary on-line enterprise web sites.

If you wish to enhance e-commerce gross sales, it’s time to shine your product descriptions. Let’s speak about how and why.

Why Prioritize Product Descriptions?

Listed below are only a few of the explanations it’s essential to contemplate your product descriptions in e-commerce.

Enhance Satisfaction (And Cut back Returns!)

Detailed product descriptions inform prospects about every product’s options, makes use of, and advantages, clarifying their understanding of the product and the way it matches their wants.

This may result in increased buyer satisfaction and fewer costly returns for you attributable to mismatched expectations.

Enhance search engine optimisation Efficiency

Properly-optimized product descriptions can severely enhance SEO (search engine optimisation) on your e-commerce web site. Together with related key phrases, clear product info, and interesting content material can improve your visibility in search outcomes, attracting extra natural site visitors.

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search engine optimisation

Search Engine Optimization (search engine optimisation) is the apply of bettering a web site’s rating in search outcomes. Search outcomes are aggregated based mostly on quite a lot of components, together with a web site’s relevance and high quality. Optimizing your web site for these components might help increase your rankings.

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Differentiate Your Merchandise And Worth

A well-crafted product description articulates a product’s distinctive worth proposition, showcasing its advantages and benefits over opponents. This differentiation is vital in attracting prospects who resonate with the particular benefits your product provides.

Make Gross sales Extra Palms-Off

Efficient product descriptions information potential consumers by way of the gross sales funnel, transitioning them from curious browsers to motivated consumers. By presenting compelling info, product descriptions encourage customers to take the subsequent step and make a purchase order. This streamlines the gross sales course of with out further effort from you or your crew.

Construct Model Belief

Detailed and correct product descriptions construct belief in not simply your choices however in your general model.

When prospects have entry to complete details about your merchandise that has turned out to be true, they’re extra prone to belief your model, resulting in repeat purchases and optimistic word-of-mouth suggestions.

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10 Methods To Write An Wonderful Product Description

What really makes product description?

On this information, we’re providing you with ten ideas (together with profitable examples) that present a complete look into what makes an efficient product description.

Let’s go!

(*file scratch* You don’t have an e-commerce web site but? That’s really not a giant deal anymore. Platforms like WooCommerce and Shopify plug seamlessly right into a WordPress web site that can assist you deal with itemizing merchandise, posting critiques, delivery items, and even monitoring retailer efficiency metrics. That stated, you don’t should have your web site completely completed to work on product descriptions. So wherever you might be within the course of, this information ought to nonetheless be useful for you. OK…now let’s go!) 

1. Determine Your Purchaser Personas

To efficiently write about product options that land together with your potential consumers, you should know who they’re.

This implies it is advisable to reference your purchaser personas, that are fictional representations of your perfect prospects based mostly on market analysis. If you happen to don’t have already got a purchaser persona, the time to create one is now.

A sample buyer persona of 'eco-conscious Emma' features her photo, demographics, interests, and goals

A purchaser persona ought to reply the next questions:

  • What demographic do your perfect consumers belong to?
  • What are their pursuits?
  • What’s their native language?
  • What sort of language appeals to them? (e.g., Does business jargon attraction to them or flip them off?)
  • How do they spend their free time?
  • How do they discover your web site?
  • Why are they excited about your retailer?

When you’ve got the posh of huge information at your arms, accumulate info in your present prospects to additionally perceive:

  • Product preferences
  • Behavioral patterns
  • Buying tendencies

Entry to this information will show you how to fine-tune your purchaser personas. As soon as you understand who you might be promoting to, will probably be simpler to put in writing product descriptions that resonate with them.

2. Focus On Product Advantages And Options

Your consumers don’t head to your web page to easily join. As a substitute, they arrive to study what your product can do and the way it will meet their wants and resolve their ache factors. To assist them accomplish this, it is advisable to write an intensive checklist of your product’s options and advantages.

Begin with the options. For instance, should you promote footwear, embrace measurement info, materials, coloration, the load of the shoe, and so forth. Your options part ought to be complete and inform customers every thing they should find out about what makes your product particular.

And whereas a listing of options is a superb begin, it’s solely half the battle. Potential prospects additionally wish to know the advantages of your explicit product. This is the place your product description actually begins to shine. Following the shoe instance, advantages would come with issues like consolation, flexibility, odor resistance, moist and dry traction, and so forth.

Allbirds does a improbable job of highlighting among the advantages of their footwear with out being verbose. Their key benefits are spelled out briefly, candy blurbs that get proper to the purpose.

A simple chart from the Allbirds website calls out product features of its Wool Runner shoe

Advantages are your essential promoting factors, your differentiators, and the the explanation why prospects will choose your product over your opponents. All the time clearly determine them.

3. Keep True To Your Model’s Voice

Aligning together with your model’s voice is crucial to creating genuine and interesting product descriptions. Your model’s voice ought to replicate your persona, values, and elegance throughout all communication channels, together with product descriptions.

In case your model’s voice is skilled, your product descriptions ought to be skilled. In case your vibe is humorous, then your product descriptions ought to match.

Most individuals are conversant in the hilarious Poo~Pourri (now simply “~Pourri”) promoting movies (not protected for work!) that launched a $500+ million empire.

They’re memorable partially as a result of ~Pourri has a novel model id and tone of voice, which they comply with even on their product pages.

The Poo-Pourri Peaches & Cream product listing uses images and funny text to appeal to readers

4. Inform A Full Story

Each good story has a stable starting, center, and finish. Except, in fact, it’s the Sport of Thrones tv sequence…however I digress.

With product descriptions, the system for good writing is not any completely different. It is advisable to current an entire story to have interaction your readers. This doesn’t imply it is advisable to write a novel, however on the similar time, your product description shouldn’t simply be a listing of options and advantages both.

As a substitute, present (not inform) your prospects how the product will enhance their lives. Assist them visualize a real-life situation the place your product solves an issue. The aim is to create a story arc by which the reader is the hero and your product is the instrument that allows them to succeed.

However what in case your product isn’t particularly photogenic or is *gasp* type of boring?

Folks might have as soon as thought that about athletic put on, however I guess nobody thinks that after they think about Nike. Nike’s commercials, model technique, and even the best way they describe their merchandise transcends the supplies to assist the reader think about how their life might change with simply this one product.

Nike Zegama product description

Clients aren’t simply shopping for the footwear — they’re shopping for the expertise, the boldness, the flexibility to excel.  Now that’s a robust product story.

5. Use Energetic Language To Persuade Consumers

Your mother was proper — The phrases you employ make a distinction, particularly with product descriptions.

The reality is that some phrases are extra persuasive than others. Actually, specialists have examined every kind of language to provide you with 189 phrases and phrases that truly enhance conversion charges.

Take into account these 20 tried-and-tested phrases advisable by David Ogilvy, the proverbial “Father of Promoting”:

  • Abruptly
  • Now
  • Asserting
  • Introducing
  • Enchancment
  • Superb
  • Sensational
  • Outstanding
  • Revolutionary
  • Startling
  • Miracle
  • Magic
  • Provide
  • Fast
  • Straightforward
  • Needed
  • Problem
  • Examine
  • Cut price
  • Hurry

The frequent theme? Persuasive phrases encourage customers to take motion.

Jon Morrow of SmartBlogger has the same checklist of energy phrases that faucet into your buyer’s feelings, making them extra prone to interact together with your message.

A chart lists power words for product descriptions like 'amazing' and 'magic'

Since many firms use awe-inspiring (see what we did there?) energy phrases of their product descriptions, it’s straightforward to seek out good examples, even for seemingly bland merchandise.

Right here’s one from Jack Black that makes use of energy phrases to make shaving cream really feel swanky.

Jack Black product description

When writing product descriptions, take a second to scan by way of your copy and ensure every phrase pulls its weight.

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6. Make Textual content Scannable

Scannability is among the most crucial parts of writing product description, particularly since consideration span is on a downward pattern.

This implies it’s important to make your content material simply digestible. There are a number of options to packing a story punch in a comparatively small house:

  • Apply headings and subheadings to interrupt content material into sections
  • Put brief snippets of information into bullet factors or numbered lists
  • Use daring or italicized textual content to emphasise essential phrases
  • Preserve any paragraphs concise and targeted
  • Guarantee there’s white house between content material 
  • Choose a legible font measurement and on-brand font fashion

J.Crew does this nicely. Beneath an attention grabbing headline and an extended description (nice for search engine optimisation!), they spotlight product options in an simply scannable checklist of bullet factors.

A sample product description from J.Crew provides a bulleted list of features

The extra you are able to do to make a product description scannable, the higher.

7. Optimize Copy For Search Engines

Copywriters and enterprise homeowners have a novel problem in terms of writing product descriptions. They have to persuade readers, however there’s one other viewers to bear in mind, too: search engine algorithms.

search engine optimisation is the apply of making use of each on-page tips (corresponding to utilizing key phrases) and off-page techniques (corresponding to a backlinking technique) to make your web site findable by way of a search engine. 

That’s why search engine optimisation, together with figuring out and utilizing the applicable key phrases on your merchandise, ought to be a important a part of your product description writing course of.

Google’s algorithms are continuously altering, so what works sooner or later won’t the subsequent. Nevertheless, some key phrase methods stand the take a look at of time, corresponding to avoiding duplicate content material and together with goal phrases within the following locations:

The key phrases you employ in your copy assist Google and different search engines like google and yahoo determine what the web page is about. This info is then used to find out the right way to rank your web site on the search engine outcomes web page (SERP) in order that related outcomes are served as much as folks inputting associated search queries.

For instance, if you kind “shaving cream” into Google, Google shows numerous merchandise.

Sponsored shaving cream listings from Google

There are actually tons of of shaving cream merchandise in the marketplace at this time. People who present up first have a mixture of excellent promoting and search engine optimisation methods.

Take Cremo Shave Cream, for instance. When visiting the touchdown web page for his or her shaving cream merchandise, it’s clear they’ve maximized the usage of key phrases corresponding to shaving cream, shave cream, and shave.

Shaving cream landing page on the Cremo website with three product visuals, titles, prices, and star ratings

8. Add Photos And Video

It ought to go with out saying that an awesome product description should embrace pictures. If you happen to want further persuasion, keep in mind that Etsy discovered that 90% of their buyers rank high quality of pictures as essential when making a buying choice.

In case your e-commerce retailer can afford to rent a product photographer, superior! If not, there are many DIY product pictures tutorials to assist get you began. After all, good photographs begin with good tools, together with:

  • Digicam
  • Tripod
  • Backdrop
  • White bounce playing cards made of froth board
  • Desk
  • Tape

When you’ve gathered your gear, it is advisable to know the right way to take stellar photographs, which you are able to do on a funds with tips like:

  • Organising an easier backdrop so it’s simpler to the touch up pictures
  • Counting on pure mild or reasonably priced lighting options
  • Utilizing a low-cost tripod to regular your digicam for clear, detailed photographs

Finances even tighter? Pull out the pc in your pocket. If you happen to don’t assume a smartphone will do the trick, assume once more. A whole bunch of small manufacturers efficiently DIY their product photographs on Instagram. Skilled photographer Chris Pieta even put collectively a video to show that an iPhone 15 Professional can seize nice product photographs.

Contemplating that video has the very best ROI of all media codecs and short-form video has the very best efficiency amongst all video varieties (thanks, TikTok!), it additionally is sensible to learn to make these kinds of movies.

For a company instance of fantastic product pictures and superior movies, iRobot’s Roomba product web page options numerous types of media to point out customers precisely how every model of their well-known vacuum product works.

Black vacuum image from iRobot

Associated: How To Create A Successful Social Media Technique

9. Incorporate Critiques

Along with highly effective content material and delightful imagery, many profitable e-commerce websites use product critiques.

Similar to the descriptions you write, buyer critiques can emphasize your product’s worth and options, assist construct model belief, and even increase search engine optimisation.

Critiques faucet into social proof, which is the phenomenon the place individuals are extra prone to take part in one thing they see others doing. In a advertising and marketing sense, content material that reveals folks utilizing and loving your product can spur others to strive your product. Critiques are a free technique to create this sort of content material.

The majority of customers learn critiques earlier than making a purchase order, 77% particularly search for web sites with critiques, and nearly half will stroll away from a product if there aren’t any critiques accessible.

With stats like that, we suggest ensuring your e-commerce web site has reviewing capabilities. Additionally, take into account making a program that rewards customers for reviewing your merchandise as soon as they’ve obtained them.

Associated: 9 Steps To Construct An On-line Retailer And Turn out to be Your Personal Boss

10. Measure And Enhance

As we all know, the first aim of a product description is to influence a consumer to make a purchase order. How will you decide in case your descriptions are fulfilling this goal? Observe their efficiency by benchmarking and measuring motion on key efficiency indicators (KPIs).

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‘KPI’ stands for Key Efficiency Indicator. In search engine optimisation, KPIs are metrics used to measure the success of a marketing campaign. KPIs are sometimes quantifiable information factors, corresponding to whole natural site visitors, conversion charge, or rankings in Google.

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Listed below are some frequent KPIs manufacturers use to observe how nicely product content material is doing:

  • Conversion charge: The share of web page guests transformed into prospects (or leads). This can be a good indicator of the facility of the content material on a product web page, and the way nicely it connects to any advertising and marketing or promoting that has led buyers there.
  • Cart abandonment charge: The proportion of buyers who add gadgets to their cart however depart with out finishing the acquisition. Excessive cart abandonment charges might counsel points with product descriptions, however they’ll additionally expose friction within the checkout course of.
  • Return charge: The share of merchandise shipped out that prospects return. This metric might point out discrepancies between product descriptions and the precise merchandise.
  • Assist inquiries: A excessive variety of queries a few product might signify unclear product descriptions.

Most pre-built e-commerce platforms allow you to trace KPIs like these. You may as well set up Google Analytics and related third-party instruments to do the identical.

Discovering alternatives for enchancment? A/B testing software program is a well-liked methodology for creating alternate variations of product descriptions and testing them with a subset of your viewers to check efficiency.

How To Create A Product Description Template

Whereas we’ve simply outlined tons of ideas for writing product descriptions that basically promote, it’s essential to notice that there’s no one-size-fits-all “finest” description. That’s as a result of your choices doubtless have completely different product particulars, advantages, and promoting factors.

Nevertheless, when you have a listing of comparable merchandise and don’t wish to begin from scratch each time you write a product description, it may be useful to create a template.

Comply with the important thing techniques above to construct the core sections of your template by asking:

  • What are your purchaser personas?
  • What are the ache factors of your prospects?
  • How does your product resolve buyer ache factors?
  • What energy phrases can you employ in your copy?
  • Do you might have a novel story or model voice?
  • Is your language accessible and freed from business jargon?
  • What are the principle options and advantages of your merchandise?
  • Do you might have a picture and video library?

When you’ve addressed every of those inquiries to create the template define, you may tweak it for various product varieties and audiences. Then, keep watch over efficiency metrics. If you happen to discover a particular structure outperforms others, use that template for different merchandise to develop your model and income.

Assist Your E-commerce Website Shine With Dependable Internet hosting

Solely you may revolutionize the best way you write product descriptions.

However what if you wish to remodel the way you show them?

It’s important that you’ve got a useful, well-designed, and always-on web site to function these product descriptions you’ve labored so laborious on.

At DreamHost, we provide numerous reasonably priced web site internet hosting options to get your web site on-line — in addition to white-glove skilled providers for web site design, growth, and even ongoing administration and advertising and marketing.

Let’s work collectively to construct and run the right customized web site to make your on-line retailer shine.

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