A Guide to Creating Impressive Product Descriptions
Posted: Thu Dec 05, 2024 6:31 am
Product descriptions are an essential part of any marketing strategy; it's true what they say - words matter!
In this article, we’ll cover why effective product descriptions are essential to your business success, the benefits of good product descriptions, our top tips for writing compelling product descriptions, and we’ll also discuss what not to do when creating a product description. Let’s get started.
What makes a compelling product description?
Research shows that 90% of all consumers shop using ecommerce businesses, and 87% say product content is important when deciding to purchase a product. Additionally, 40% of millennials say product descriptions are an extremely important factor in their purchasing decisions.
What makes for a compelling product description
Source: Pexels
An effective product description explains the value of a product and how it can solve a customer's problem or otherwise meet a need. Product descriptions (and the accompanying image) are your business's primary business card.
A compelling product description makes a great first impression on potential buyers guangdong mobile phone numbers database convincing them that your product is a must-have; persuasive product descriptions can turn a window shopper into a paying customer.
Why are product descriptions an important part of your marketing strategy?
More than just a simple list of features, quality product descriptions provide crucial information to customers when searching for a product; they are powerful tools in your sales arsenal and can motivate a buyer to add the item to their cart.
Conversely, they can be the last piece of information a customer reads before abandoning a shopping page altogether. Product descriptions should be more than just simple information; they should be compelling and compelling enough to encourage the customer to buy.
However, product descriptions don’t just influence the purchase process; when written well, they also provide a number of other benefits to your ecommerce store.
Potential benefits of well-written product descriptions
Compelling product descriptions can be very beneficial for eCommerce businesses. Here are a few ways they contribute to a better shopping experience:
Providing important details and technical information about a product
Explaining how a product can solve a buyer's problems or improve their lifestyle
Converting browsers into buyers
Reducing product returns through attractive and accurate descriptions
Highlighting why a product is better than what competitors are offering and increasing the competitiveness of your site
Improving the appearance and content of your e-commerce website
Increasing a site's SEO score using targeted keywords
Contributing to the credibility of your business and the trust customers have in your e-commerce store and product descriptions - a cost-effective investment to improve your e-commerce site
Effective product descriptions need to be informative as well as persuasive; for example, technical information and product features should be at the core of your product description.
One of the challenges of creating great production descriptions is finding a balance between informative and persuasive writing, so choosing the best style and tone for your descriptions is crucial. Depending on your brand and product type, you may prefer a more formal tone over a more casual tone, or vice versa.
Ultimately, providing your customers with the necessary information and staying true to your brand should be the foundation of your product descriptions.
How to write an impressive product description?
When formulating well-written product descriptions, you should know who your target audience is and make sure you answer the following questions for consumers:
What is the product offered for sale? What is its type? Product category?
What are the major product features and attributes, including size, weight, material, color, product packaging , and more?
Does your product meet a need or want or solve a problem for the consumer? What are the benefits of acquiring your product?
Why is your product better and different from what competitors are offering?
How does a person use or operate the product?
Are you hoping to increase your traffic and online sales through the power of words ? Follow these actionable tips when creating your product descriptions:
Write in the language of your target audience
Understanding your target audience is the first step to writing compelling product descriptions; who are they? What are their wants and needs? How does your product fit into your target audience's lives?
Whether you’re appealing to Boomers, Millennials, Gen Z, eco-enthusiasts, fashionistas, professionals, or tech-savvy people, product descriptions need to be tailored to your target audience.
Consult customer reviews and feedback or surveys to learn more about your target audience.
Focus on useful features
A shopping list of technical specifications will only appeal to a narrow, highly informed group of potential customers and may even bore the average buyer. Features, including technical specifications, should be presented as benefits with clear and concise explanations of why they are beneficial to customers.
Descriptions that focus on the problems a product can solve are a way to engage buyers because you can convey that you understand their problems and frustrations and come up with curated products that can help solve them (you're the hero!)
Protect your brand identity
The tone of your product descriptions should reflect your brand’s personality. Whether it’s technical, informal, or quirky, choose and maintain your tone; ecommerce copy and product descriptions are your brand voice, and your content (and content strategies) should align with your brand identity.
Keep it short and to the point
“Many consumers don’t have a lot of time to spend reading full articles or long product descriptions. When crafting strong product descriptions, make them scannable and quick to read,” says Brian Lim, CEO of iHeartRaves & INTO THE AM.
Headlines and bullet points along with short paragraphs will help buyers quickly find what they want to know. Different fonts and colors are also great tools for guiding customers through product features and benefits; avoid being vague – concise text can help make decisions faster.
Search engine optimization using keywords
Including SEO keywords in your product description can help your products rank higher through search engines; relevant keywords can give you more visibility and drive potential buyers directly to your ecommerce store.
The higher your products or websites rank in the SERPS , the more potential customers will visit your store – make sure to include relevant keywords as part of your product descriptions.
Include powerful words in product descriptions
Power words are a great way to build excitement around a product and motivate buyers to respond to the call to action; using words like ‘reliable’, ‘trustworthy’ or ‘amazing’ adds a trustworthy or energetic flavour to descriptions.
In this article, we’ll cover why effective product descriptions are essential to your business success, the benefits of good product descriptions, our top tips for writing compelling product descriptions, and we’ll also discuss what not to do when creating a product description. Let’s get started.
What makes a compelling product description?
Research shows that 90% of all consumers shop using ecommerce businesses, and 87% say product content is important when deciding to purchase a product. Additionally, 40% of millennials say product descriptions are an extremely important factor in their purchasing decisions.
What makes for a compelling product description
Source: Pexels
An effective product description explains the value of a product and how it can solve a customer's problem or otherwise meet a need. Product descriptions (and the accompanying image) are your business's primary business card.
A compelling product description makes a great first impression on potential buyers guangdong mobile phone numbers database convincing them that your product is a must-have; persuasive product descriptions can turn a window shopper into a paying customer.
Why are product descriptions an important part of your marketing strategy?
More than just a simple list of features, quality product descriptions provide crucial information to customers when searching for a product; they are powerful tools in your sales arsenal and can motivate a buyer to add the item to their cart.
Conversely, they can be the last piece of information a customer reads before abandoning a shopping page altogether. Product descriptions should be more than just simple information; they should be compelling and compelling enough to encourage the customer to buy.
However, product descriptions don’t just influence the purchase process; when written well, they also provide a number of other benefits to your ecommerce store.
Potential benefits of well-written product descriptions
Compelling product descriptions can be very beneficial for eCommerce businesses. Here are a few ways they contribute to a better shopping experience:
Providing important details and technical information about a product
Explaining how a product can solve a buyer's problems or improve their lifestyle
Converting browsers into buyers
Reducing product returns through attractive and accurate descriptions
Highlighting why a product is better than what competitors are offering and increasing the competitiveness of your site
Improving the appearance and content of your e-commerce website
Increasing a site's SEO score using targeted keywords
Contributing to the credibility of your business and the trust customers have in your e-commerce store and product descriptions - a cost-effective investment to improve your e-commerce site
Effective product descriptions need to be informative as well as persuasive; for example, technical information and product features should be at the core of your product description.
One of the challenges of creating great production descriptions is finding a balance between informative and persuasive writing, so choosing the best style and tone for your descriptions is crucial. Depending on your brand and product type, you may prefer a more formal tone over a more casual tone, or vice versa.
Ultimately, providing your customers with the necessary information and staying true to your brand should be the foundation of your product descriptions.
How to write an impressive product description?
When formulating well-written product descriptions, you should know who your target audience is and make sure you answer the following questions for consumers:
What is the product offered for sale? What is its type? Product category?
What are the major product features and attributes, including size, weight, material, color, product packaging , and more?
Does your product meet a need or want or solve a problem for the consumer? What are the benefits of acquiring your product?
Why is your product better and different from what competitors are offering?
How does a person use or operate the product?
Are you hoping to increase your traffic and online sales through the power of words ? Follow these actionable tips when creating your product descriptions:
Write in the language of your target audience
Understanding your target audience is the first step to writing compelling product descriptions; who are they? What are their wants and needs? How does your product fit into your target audience's lives?
Whether you’re appealing to Boomers, Millennials, Gen Z, eco-enthusiasts, fashionistas, professionals, or tech-savvy people, product descriptions need to be tailored to your target audience.
Consult customer reviews and feedback or surveys to learn more about your target audience.
Focus on useful features
A shopping list of technical specifications will only appeal to a narrow, highly informed group of potential customers and may even bore the average buyer. Features, including technical specifications, should be presented as benefits with clear and concise explanations of why they are beneficial to customers.
Descriptions that focus on the problems a product can solve are a way to engage buyers because you can convey that you understand their problems and frustrations and come up with curated products that can help solve them (you're the hero!)
Protect your brand identity
The tone of your product descriptions should reflect your brand’s personality. Whether it’s technical, informal, or quirky, choose and maintain your tone; ecommerce copy and product descriptions are your brand voice, and your content (and content strategies) should align with your brand identity.
Keep it short and to the point
“Many consumers don’t have a lot of time to spend reading full articles or long product descriptions. When crafting strong product descriptions, make them scannable and quick to read,” says Brian Lim, CEO of iHeartRaves & INTO THE AM.
Headlines and bullet points along with short paragraphs will help buyers quickly find what they want to know. Different fonts and colors are also great tools for guiding customers through product features and benefits; avoid being vague – concise text can help make decisions faster.
Search engine optimization using keywords
Including SEO keywords in your product description can help your products rank higher through search engines; relevant keywords can give you more visibility and drive potential buyers directly to your ecommerce store.
The higher your products or websites rank in the SERPS , the more potential customers will visit your store – make sure to include relevant keywords as part of your product descriptions.
Include powerful words in product descriptions
Power words are a great way to build excitement around a product and motivate buyers to respond to the call to action; using words like ‘reliable’, ‘trustworthy’ or ‘amazing’ adds a trustworthy or energetic flavour to descriptions.