Have you ever read a product description that made the product seem too good to be true? You start to think about how you can’t live without the product. This is because of the copy’s power.
A product description is your chance to persuade someone to buy. Before customers can even justify the purchase in their thoughts, a compelling product copy convinces them to hit the “buy” button.
Before starting a business, it’s vital to know the best tactics to increase sales of your goods. They impact purchasing choices, assisting you in making more money online and being educational.
What, then, makes a fantastic product description? Keep reading to get a step-by-step guide to writing a good product description.
What Is A Product Description?
A product description is a piece of writing that gives online buyers the necessary details about a product – such as the characteristics and significant advantages of the product – to convince them to buy the product.
The main objective of a product description is to intrigue and persuade your target audience to purchase your goods online.
Additionally, it gives the customer a clear image of what to anticipate once they have purchased the product. But if you pass the customer too much information, you risk losing their interest.
Outstanding product descriptions fascinate the reader to market the product without appearing unduly promotional. All of the customer’s inquiries about a product should be addressed in the copy.
Step-by-step guide to writing a good product description
It’s time to dive into how to write a product description now that you know its significance and fundamentals. The steps listed below will help you create a substantial product description:
- Know Your Audience.
- Describe the product benefits.
- Optimize your copy for search engines.
- Add a Touch of Social Proof.
- Write a compelling Call-To-Action. (CTA) and convey urgency.
1. Know your audience
Understanding how to write for the reader on the other side of the screen is essential for creating compelling product descriptions. Your target audience should be able to relate to your product description on a personal level.
The most effective product descriptions speak immediately and personally to the target market. You converse with them by posing questions and providing answers in the copy.
The error businesses make is to write to the general public or a group of potential customers without having a specific audience in mind. As a result, rather than being customized to the perfect customer, their product copy is generic and ubiquitous.
You must understand the persona of your target customer to develop persuasive product descriptions. By understanding their personas, you may choose the appropriate communication style and vocabulary to appeal to your customers.
If you sell skincare goods, for example, you should target ladies between the ages of 18 to 50. The description should outline the product’s advantages and educate potential clients about it.
2. Describe the product benefits
Consumers are less concerned with uninteresting features and specifications. They want to know how a product will relieve their major problems and what benefits they may expect.
It’s important to keep in mind that when outlining a product’s advantages, you have the opportunity to persuade a potential customer who may be just about to make a purchase. It’s your responsibility to provide them with that last bit of motivation.
What you write will be heavily influenced by both your product and the intended audience. That said, bear the following in mind as you draft your descriptions:
- Instead of just listing the product features, also write the benefits.
- Describe how it will affect them personally besides the obvious benefits.
Don’t forget to include a little bit of your brand’s personality while discussing the advantages. For consistency, you’ll want to keep your brand’s voice consistent throughout your website’s messaging.
3. Optimize your copy for search engines
In your journey to learn how to write content for a website, you may have encountered the term, Search Engine Optimization (SEO).
It is a technique used in writing for Google to understand. If SEO is done correctly, your product will frequently appear in search results.
With this fundamental knowledge, it should be clear why optimizing your copy is essential for product descriptions and the overall layout of eCommerce websites.
Here are some guidelines for writing SEO-friendly product descriptions:
- Incorporating relevant keywords in your copy.
- To improve the searchability of your material, every sales page you develop should have meta descriptions and title tags optimized for SEO.
- The primary term you selected for your product text should appear in the title tag and meta description.
- Include graphics with alternative wording. Images not only keep visitors on the page longer but adding descriptions to the alt-text section can also improve your SEO.
Even though SEO isn’t always the most enjoyable activity, it’s necessary if you want people to find your digital products.
When you write product descriptions using these SEO guidelines, you make sure that Google will display your product when users look for comparable items.
4. Add a touch of social proof
When website visitors aren’t sure which goods to buy, they look for recommendations. They are frequently persuaded to purchase a product with the most significant number of favourable ratings, reviews, and endorsements.
In your product descriptions, social evidence is always a good idea. For instance, a few recommendations from customers who have previously purchased from you can significantly influence other customers to make a purchase.
Social evidence can take many different forms, such as customer reviews, endorsements, etc. Recommendations from other individuals are more trusted by consumers than sales copy. They don’t want to believe they are the only ones who have purchased a specific item.
5. Make your product description scannable
Your customer has a limited time to decide whether to buy from you. As a result, your product description needs to be easy to skim and visually appealing.
To avoid overwhelming the reader, leave enough white space, such as significant gaps between paragraphs and other components.
Product pages must be easy to read. The use of numbers and bullet lists can also improve readability. The most important content should be divided into smaller pieces so readers can quickly peruse it.
Use subheadings to entice the reader to scroll down the page if your product text is longer than a paragraph or two.
6. Write a compelling Call-To-Action and convey urgency
The last component you need to include in your product descriptions is a CTA, it is a phrase that urges the customer to act.
It involves using phrases like “get started,” “get yours today”, and “learn more,” to encourage them to purchase your goods.
Following a powerful CTA, also use languages that signify urgency; as in the phrase “buy yours now while the product lasts.”
As you draft convincing product descriptions for your online business, keep these things in mind:
- Give a story relating to your product and clarify even the most minute aspects
- Try to avoid boring copy and engage your website visitors, with enticing descriptions.
- Write with enthusiasm because your enthusiasm for your products will have a great impact on your readers.