Writing a good product description is one of the most important aspects of selling things online. Each product description you create for your store has a direct and significant impact on your conversions. After all, these days 90% of customers have reported that they do their shopping online.
With that being said, if your product descriptions aren’t good, you’re more than likely missing out on some serious money. But now that you know just how important product descriptions are, the next thing you need to know is hot to write a good one. Don’t worry, we’ve got you covered.
Read on to learn how to write product descriptions that are engaging, well-written, and drive sales.
Product Description Elements That Boost Sales
Each of the elements below is key to crafting product descriptions that attract and convert.
Before you even start the writing process, the first thing you need to do is define your customer avatar. This is because you need to know who you are speaking to before you start choosing the words to use to communicate with them.
Your customer avatar represents your target market as a whole. It is a persona that you create based on the combined characteristics of your ideal customers.
Start by listing out the demographics of your ideal customers. This includes gender, age, income level, location, and other similar statistics. Then write down your ideal customers’ personal characteristics. This can include their values, interests, and influences to start.
As you think about them more, you can brainstorm other characteristics. Third, you want to dig into what their pain points are that you can solve with your product. Fourth, focus on what they want, and what desired results they can gain by purchasing your product.
Finally, you want to know how to connect with them. You need to pay close attention to the specific language and phrases that they use, and to the cultural references that they respond to. Knowing these and adjusting your product description writing style to match will make it so much easier for you to build engagement with them, empathize, and speak directly to what moves them to buy.
Once you have your ideal customer avatar, you will have a clear understanding of your desired buyers. This avatar gives you the exact information that you need to implement all the other elements in this post.
Emotional and Practical Aspects
Some people are emotional buyers – those who simply want something and buy it on the spot when they see it. Others are logical buyers, who think about what they really need, weigh options, and decide based on practical factors. Ultimately, however, people will buy from you rather than a competitor if you make them feel good about the purchase.
In each product description, you need to target both types of buyers and make them both feel good about giving you their money.
Start by going back to the pain points that you listed in your avatar profile. Some will be emotional and others will be practical. For each, link the corresponding pleasure that your product provides. Then link it as well to the corresponding solution that it provides. Now you can hit on pleasure and solutions for both emotional and logical buyers, all in the same product description.
When you write out your product description, make sure that you are not just describing features and benefits. Write from the perspective of the emotional and practical pain points that you have identified for the specific product. Work them in so that you are speaking directly to how your product solves that problem and how purchasing it will give the customer pleasure. This creates a strong desire in potential customers to buy.
You can further enhance your product description by creating urgency. Depending on where you are selling, there are rules about what words you can use and how you can promote your products. Be sure to stay within those rules as you think about what to add to encourage shoppers to buy now. If you’re selling on your own website, for example, you can add a percentage discount to your product description. On Amazon, this is not allowed.
Search Engine Optimization (SEO)
The exact SEO techniques that you should be using depend heavily on what platform you are selling on. For example, on your own website, you want to target Google’s search algorithm while on Amazon, you want to follow A9 algorithm listing optimization principles. The basics, however, are the same.
Always go for relevance first. You have to make sure that the “key” words that you are using speak to your ideal clients. Otherwise, you will get a lot of traffic that turns out not to be interested in your product, and this is very bad for your rankings. You want to identify the key words and phrases that best describe your product when people are searching for the solutions it provides.
Once you have that, then you can target the high-volume words and phrases. Search algorithms will connect your product descriptions with searches through these words.
If you need a jumpstart, look at other sellers. What words and phrases are they using in their product description for a competing product that sells well? This can give you some good ideas that you can run through a keyword tool like KWFinder and brainstorm further to suit your specific product. You also want to identify synonyms and related phrases to add to your product description to support the main, high-volume keywords.
Include the best main keywords in your title, the next best in your features and benefits list, and the rest in the extended product description of your page. Include the main keywords in your meta-descriptions and image titles and alt tags as well (where you have that level of control).
On search engines, the title and meta-description (or first line of the product description) is the first thing that a shopper will read. This directly impacts whether they even open your listing to explore further. If you can be super relevant and catchy there, you can get more interested shoppers going to your page than the top search results.
On top of SEO, there are a few other elements that you can add to product descriptions to grab attention and convert better.
Ratings and Pricing
You can show product star ratings and prices prominently on your product pages to further satisfy potential customer questions and entice them to purchase. Shoppers love to see how many other people loved the product and how much they will pay to enjoy the same level of satisfaction.
Reviews and Testimonials
Direct feedback from existing customers who love your product is super powerful. 92% of shoppers today look for these organic recommendations before they make a purchase decision. You want to collect and add them to your page whenever possible to boost your product’s face value.
Successful sellers use certain words and phrases because they get the desired reaction out of shoppers. The trick here is to not use language that is already overused and turns potential customers off. You don’t want people to click away because they are tired of the same old pitch.
Avoid cliches that you see on every other product description out there – best, great, excellent, well-loved. And remember that your product description is prime real estate – don’t use empty phrases that mean nothing just to fill in space.
Instead, describe your product in specific terms that are going to paint a vivid picture in shoppers’ minds, and trigger your emotional and logical buyers to take the actions that you want them to take – click on your product page, and purchase.
Use highly descriptive adjectives and specific nouns to really get into what your product is all about. Target each main benefit and describe the product features from that perspective.
Here’s a comprehensive list of power words that you can add to your substantial descriptions to make them really pop.
And remember, you need to have substance first, then add these words in as support. These words will fall empty if you can’t back up your claims with specific points.
Brand and Product Stories
After all the wonderful benefits and features, tell the story behind your brand and product. Just remember to always keep your ideal customer in mind when choosing what to share and how to talk about it.
Behind the Scenes
Customers today like to know where an item comes from and the values behind it. Start by telling them how the product was invented, or if it’s an improvement on an existing product, how these changes were conceived. Include details on quality assurance. These are very important to someone who’s still on the fence.
If the product has celebrity followers, has had a cameo in a show or film, has won an award, or been mentioned in the media, add that in. People go crazy over celebrity recommendations and famous features. Use screenshots whenever you can to show that these are legitimate claims.
That about covers the main elements that you need to write a compelling product description every time. The avatar work is a one-time deal with just a few tweaks along the way as you refine your targets. Take your time on that – it will be worth it!
Plus, once you have practiced the formula for creating these descriptions, modifying the basics for different products will get easier and easier without losing impact.
Matt Harrison is the VP of Strategy of FreeUp, the preeminent freelance marketplace for hiring high quality, vetted talent. He has hired freelancers from around the world and built teams to service multinational brands resulting from over $100 million in web hosting company acquisitions. He currently lives in St. Petersburg, FL.