You now have your eCommerce website ready to launch. You also have great-quality product images ready to upload. The next thing you have to think about is your product descriptions. While every page of your online store needs to be optimised, your product pages also need to be prioritised. High-resolution images, along with compelling product descriptions are the most essential parts of your website that actually help convince your customers to click the “add-to-cart” button.
What is Product Description?
What exactly is a product description?
A product description is an essential part of the product listing that explains what a product is, what it does and why it’s worth purchasing. The main purpose of this marketing copy is to provide customers with detailed information regarding a product’s features and benefits. Well-written product descriptions can help encourage customers to make a successful purchase.
A product description may vary depending on the product’s requirement. It can be straight-forward, serious or witty and can even have a story to appear more relatable to the audience. For products that involve measurements, such as clothing and footwear, you can include size guides to make your description a lot more useful to your customers.
7 Useful Tips on How to Write Compelling Product Descriptions
Although product descriptions are among the most vital aspects of an eCommerce website, creating a good copy is not as simple as you think. Despite its significance, business owners and marketers are still susceptible to common mistakes often associated with writing excellent product descriptions. In fact, even experienced copywriters commit the same mistakes as well.
We’ve listed down 7 easy-to-follow tips on how to write compelling product descriptions. Surely, these powerful tips can help you create a product copy that actually sells.
1. Know more about your target audience
Writing an effective product description begins with knowing who the product copy is for. It starts with discovering your target audience and understanding their wants and needs through a buyer persona, a research-based profile of your potential customers. With a buyer persona, you’ll get an idea about the characteristics of your customers, allowing you to decide which features they would be more interested in.
As you start writing your product description, try to think about the following questions:
- How did this person find your page?
- What are his/her interests?
- Why would he/she be interested in your website?
- What features and benefits would catch his/her attention the most?
2. Play with your audience’s imagination
Selling online is a lot more challenging than showcasing your products in a physical store. Unlike in a brick-and-mortar store where customers can see your products and hold them in person, eCommerce websites can only provide the audience with virtual reality. Although high-quality photos and videos are essential, creating well-written product descriptions can also increase customers’ desire.
3. Highlight your product’s benefits
Enumerating all of your product’s strengths can be fun and exciting. You want people to know how excellent and unique your product is as compared to your competitors. However, you also have to consider that your buyers may not be necessarily interested in the list of features you can provide, instead, they are eager to know how the product can benefit them.
Unlike a product feature which provides customers with facts and technical information, a product benefit tells them how a specific product can help improve their lives.
4. Use a distinct language and voice
Does your brand sound more conversational or professional? Do you usually use a humorous tone or do you keep a serious, straight-forward voice? These aspects are all part of your branding. When writing a product description, you need the type of language and voice you use. An excellent product description should sound exactly like you.
By using a consistent tone that matches the overall voice of your brand, you can easily build a stronger connection with your customers, helping you look more memorable than other brands.
5. Tempt your audience with power words
Words are indeed, powerful. In fact, there are specific words and phrases that can elicit an emotional response in humans. For entrepreneurs, these power words (also known as sensory words) can help increase sales.
Sensory adjectives can be a bit tricky. Most often, they don’t add value to a statement, making you think that it’s better off deleting them. But when used correctly, power words can help your customers experience your product while simply reading your copy.
By adding proper adjectives to your product description, you can easily encourage your visitors to give your product a try.
6. Use excellent-quality images
According to Webbly, 75% of online shoppers rely on images when they are deciding whether to purchase a product online. Having said that, it’s safe to say that product image is an essential aspect of your product description. A great quality photo will help your customers appreciate your product even more. It will showcase the key features of your product, allowing them to experience the uniqueness of your brand in a virtual setting.
You don’t necessarily have to hire a professional photo service to help you achieve striking photos. But make sure to come up with excellent quality images that clearly highlight your product’s benefits.
7. Optimise the content for search engines
Optimising your product description for search engines is the easiest, most effective way to attract new customers. To optimise your product copy, start by doing keyword research. This will help you determine the search terms that buyers usually use to find the product they are looking for online.
Along with placing Search Engine Optimisation (SEO) keywords on your product description, it is also recommended to include search terms in the following places:
- Product title
- Meta descriptions
- Image tags