As a retailer, you always want to make additional sales and a well-written product description will give you the ability to do that. While the product photo gives customers the first visual impression, the product description gives them the information they need to determine whether the item is right for them. In this blog, you will know how to write great product descriptions that help you drive more sales.
What Is A Product Description?
Before learning how to write a product description, we should define what is a product description. Simply, a product description is the copy that describes the features and benefits of the product to the customer. And the goal of the product description is to provide the customer with enough information to persuade them to buy the product immediately.
Why You Need Product Descriptions
Product descriptions bring you a lot of benefits. First off, if you use the right keywords, they can assist with search engine optimization and rank high in the search engines. Even you can and should optimize your images, but you may not rank as high as you would if you had suitable content.
Besides search engine optimization, enough information product descriptions also help to reduce return rates and lower customer service inquiries. Once customers have comprehensive information about an item, they are better to find out if a product is right for them.
In addition, a well-written product description can strengthen your relationship with your customers. And the way you do depends on your product and your target audience. For example, if you are selling something like food, decorations, then injecting humor is the way to go. Whatever you do, you need to assure customers your product will improve their operations in some way.
However, it depends on you and your business. Similar to every other aspect of your website, product descriptions may or may not be needed.
How to Write a Persuasive Product Description?
In order to help you write an efficient product description, we break down the following tips about product description writing:
Think about The Who, What, Where, When, Why and How before Writing
Journalists utilize the Who, What, Where, When, Why and How method for getting across the facts of their stories, and so do we. You can follow this method to have a compelling product description. Specifically, this method is answering these following questions:
- Who is this product for? The target audience can categorize by gender (women or men), an age group, a lifestyle demographic (new mothers, car enthusiasts), income some other defined group of people.
- What are the product’s basic details? This includes attributes such as sizes, colors, materials, product features, and functions.
- Where would someone use this product? So where your consumers can use your products, indoor or outdoor, at school or at home or anywhere.
- When should someone use the product? Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? It is important to point out if a product can or should be used every day or year-round, as that will speak to its long-term value.
- Why is this product useful or better than its competitors? This part is really important because it shows the reason why your customers should choose you instead of your competition. In this section, list out your special features or values that your competitors do not have.
- How does the product work? This may not be necessary for every product, but it is essential for complicated-to-use products or some special notes, which make it clearer for consumers to use.
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Be Direct and Specific
Keeping product descriptions to-the-point and specific is an effective way to help customers follow your description. Flowery language may make customers confused. Because our customers are ecommerce businesses, they are busy to deal with their own jobs. Therefore, a simple and sufficient product description will is the option that they choose.
Another note is that just use superlatives when you have substantial, irrefutable proof to back your claim.
Tell a Story
There is a fact that people love stories, so instead of just stating facts, use your product description to tell a story. The story you tell can create emotion influencing buyer behavior. You can tell a story about the product’s benefits or how it will solve their most pressing problems.
The case of Sivana Spirit in their product description for their Natural Amethyst Ring is the best example for you.
By telling a mini-story about the product, you can connect with the potential buyers on an emotional level rather than a transactional one. This is key to converting your potential buyers into actual buyers.
Focus on Keywords to Optimize for Search Engines
Search engine optimization (SEO) is the easiest way to attract new visitors for your page, which is the very first step in convincing a person to buy your products.
When a customer enters their search on Google, Google analyses how many relevant keywords are targeted in your product description and other ones. Then, it will rank the selection that ranks the best. This is how Google search engine work.
For the above reason, you should choose the most suitable keywords that show the main characteristic of your apps. Don’t stuff keywords into your product copy because if Google sees you repeat a phrase too often, it will consider your product description is spam and block it from the organic search results.
The perfect product description is the one that matches perfectly with your product, your business as well as your customers. Creating a perfect product description is not easy work. Above is just some general tips for you to write a great product description, but it will be different structures and methods for different products.
However, in any case, focus on using compelling language to make your product stand out. A final note for you is that don’t be afraid to test our product description template. If you fail then you can have experiences and lessons to improve your format. We hope that our tips can help you create the best product descriptions for your business.
You can take a look at The best Shopify SEO apps – SEO Booster that can help you optimize your Shopify Store to drive more sales.