In today’s digital marketplace, a product description plays a key role in converting visitors to customers.
But did you know that a good product description is more than just mentioning the features of a product?
It’s about creating a story that resonates with the customer and stirring their emotions to create a desire to own the product.
In this guide, we cover everything about writing the perfect product description that sells.
From why a good product description writing is important to the 4 stages of writing a good product description.
We cover every aspect of writing amazing product descriptions that appeal not just to your consumers but also to Google.
By the end of this guide, you will know the importance of choosing the right words, presenting the benefits, answering the “Why’s” of the product description, using optimal keywords and repurposing the content.
So, let’s get started on creating product descriptions that sell!
What is a product description?
A product description is the first touchpoint for potential customers on your website, and it is crucial in making or breaking a sale.
Essentially, a product description is the best way to educate your audience about your product and showcases its unique features and benefits.
Captivating product descriptions are key to online retail businesses, as they directly impact the conversion rate.
Importance of a Good Product Description
Product descriptions play an essential role in influencing a customer’s buying decision.
A compelling product description should engage the customer’s senses and highlight the product’s key features, benefits, and material composition.
A well-written product description forms a bridge between a customer’s needs and the product on offer.
Therefore, it is imperative to invest time and effort in crafting a captivating product description that delivers the right message to potential buyers.
The 4 Stages of Writing a Good Product Description
Stage 1 – Appealing to Readers
When writing product descriptions, it is crucial to keep your audience in mind.
Your writing must appeal to your readers and convince them to purchase your product.
Start by identifying the needs of your target audience and highlighting how your product can fulfil those needs.
Use descriptive language that captures readers’ attention and entices them to keep reading.
Focus on the benefits of the product rather than just listing its features.
By focusing on the benefits, you can make an emotional connection with your customer and show them how your product can make their life easier, better, or more enjoyable.
The aim is to create captivating product descriptions that make readers crave your product.
Find out which consumer you are writing for.
It’s important to appeal to your target consumer. Before you even start writing, you need to identify who your product is meant for, and what they are looking for in a product.
Once you understand who your target consumer is, your first step is complete. Now, you can write descriptions that cater to their needs and desires.
To do this, you’ll need to do some research to understand your consumer.
You can start by finding out what demographic they belong to, what their buying habits are, and what motivates them to make a purchase.
The more you know about your target consumer, the better you can tailor your product descriptions to appeal to them.
Use Simple Language
When it comes to writing captivating product descriptions, it’s important to appeal to readers from the very beginning.
One key aspect of this is using simple language and grammar that is easy for anyone to understand.
Avoid using complex marketing jargon or technical terms that might confuse your audience.
Instead, focus on using easy-to-understand words that effectively communicate the features and benefits of your product.
Only use technical terms if your target audience will be familiar with them. You can also test the language you use by reading it aloud in a conversational tone.
This will help you identify any areas that may be unclear or difficult to understand, allowing you to make necessary changes and ensure that your product descriptions are as engaging and effective as possible.
Use Power Words
An important factor in writing captivating product descriptions is to appeal to readers on an emotional level.
One effective strategy for achieving this is to use power words, which are words that evoke strong feelings in readers.
Using power words and adjectives in your product descriptions can help increase the chances of viewers or readers purchasing or subscribing to your product or service.
These words create an emotional connection with your audience, making them more likely to feel compelled to take action.
Examples of power words include “luxurious,” “exclusive,” “sensational,” and “ultimate.”
By incorporating these words into your product descriptions, you can create captivating and engaging copy that resonates with your target audience.
List down the benefits of the Product
When it comes to writing captivating product descriptions, the first stage is to appeal to readers.
Effective product descriptions should highlight the benefits of the product and enhance its features, ultimately serving as the element that communicates those features to the shopper.
To accomplish this, it’s important to list down the benefits of the product, rather than just providing a list of features. Or better, explain why the features will prove to be beneficial.
This allows the customer to understand how the product will improve their life or meet their needs.
Without appealing to readers in this way, a product description risks being vanilla and uninspiring, leaving potential customers to search for reviews and information elsewhere.
Businesses may push clients to conversion and increase sales by emphasising on advantages and ensuring that product descriptions are interesting and effective.
Understand the need for the product by consumers
What is the burning need for the product in the market?
Why would readers need a product like yours in the first place?
These are important questions to consider when crafting your product description.
By understanding the need and desire for your product, you can write a description that speaks directly to your target audience.
Stage 2 – Writing Down Multiple Copies
When it comes to writing the best product descriptions, writing multiple copies is an important part of the process.
By writing down several copies, you’ll be able to experiment with different styles, tones, and formats until you find the one that best suits your product.
Identify the Product description. Is it a single product or a bunch of products you are writing about?
When it comes to writing captivating product descriptions, it’s important to identify what exactly you are writing about.
Is it a luxury item or a necessary one?
Are you focusing on just one product or a group of them?
Will you be comparing multiple products?
Knowing the answers to these questions will help you effectively write down multiple copies that will capture the attention of potential buyers.
Write down a first draft of the description
When it comes to writing compelling product descriptions, it’s important to have a plan in mind. Before you even start writing, take some time to make a list of the key points you want to cover in your description.
This will help ensure that you don’t miss any important details and that you stay focused on generating purchase intent.
Once you have a basic outline in mind, it’s time to start writing.
Write down a first draft of your product description, keeping it short and to the point. Remember, your goal is to capture the reader’s attention and get them interested in your product.
Use gripping language and highlight the features and benefits of your product.
After you’ve written your first draft, it’s important to revise it as needed until it’s perfect.
Eliminate any unnecessary information, and make sure that your description is easy to read and understand.
Rework the first draft
The second stage is writing down multiple copies and reworking the first draft.
A good writer never sticks to his first draft. Revise the first draft.
After you’ve rewritten your product descriptions a few times, it’s time to make some final changes.
This includes polishing up the language, tightening up the wording and making sure that all of your key points are covered.
Refine and polish again.
A good product description is essential for succeeding in e-commerce, as it can make or break a customer’s decision to purchase your product.
Utilizing storytelling, sensory words, and highlighting the unique specifications and benefits of your product can all help to make your description stand out.
Answer the “Why’s” for the product description
When it comes to writing captivating product descriptions, it is a good idea to answer the question of “why?”.
As you write down multiple copies of your description, make sure to answer the “why”s for your product.
What makes this product unique?
What benefits does it offer that other products don’t?
These questions need to be addressed in order to provide your buyer persona with a compelling reason to choose your product over others.
It’s important to remember that explaining the product’s features is not enough to persuade buyers to purchase it.
You need to explain why they should use it and what it can do for them.
Stage 3 – Appealing to Google with SEO
When it comes to writing product descriptions, SEO (Search Engine Optimization) is crucial to rank your content higher on search engines.
It helps your potential customers find your products quickly and easily. Using specific keywords relevant to the product can increase its visibility on search engines.
Using the right long-tail keywords and phrases can make a difference, so do your research.
Use Optimal Keywords
To effectively attract new customers and convince them to purchase your products, SEO is essential.
Without optimization for search engines, your online content won’t reach your intended audience.
One key way to optimize your product descriptions is through the use of target keywords.
You need to get up the search rankings.
Conducting thorough keyword research will help you discover which keywords are optimal for optimising your webpage.
Once you have identified these keywords, make sure to integrate them into your product descriptions to attract more consumers and improve search engine rankings.
The use of optimal keywords can improve your ranking in search engine results pages (SERPs).
However, it’s important to remember that Google rewards informative, helpful, and interesting content, so make sure to provide value to your readers.
Add relevant Images
One effective way to boost your SEO rankings and increase user engagement is by using relevant images in your product descriptions.
Images help users visualize your product and understand how it can benefit them, which can ultimately lead to higher conversion rates.
Imagery can also make your website/blog where you are writing the description more appealing.
In addition to improving user experience, images can also help improve your search engine visibility.
When adding images, make sure to use relevant keywords in the filename and alt tags. Also, include images of the product, packaging, and instructions for use to provide a comprehensive overview.
Using high-quality images can also help improve user trust and product credibility.
Write an amazing and catchy title
As you craft product descriptions for your online store, it’s crucial to consider SEO and how you can optimize your content to appeal to Google users.
One effective strategy is to create an amazing and catchy title that will capture their attention and persuade them to click through to your page.
When crafting your title, it’s important to keep the product information it short and sweet, as title tags should be no more than 60 characters.
Including relevant keywords is also key to helping your product rank higher in Google search results.
Make sure your title is also relevant to your product and accurately reflects what’s being offered.
Get to the point
That’s right, just get straight to the point, no fancy stuff.
While writing product descriptions, it’s important to appeal to Google with effective SEO strategies.
Focus on the key selling points of your product and highlight its features in a clear, concise manner.
Basically, avoid the fluff.
Finalise the content after all the stages
Once you have completed the content planning and research stages for your product descriptions, it’s time to focus on finalizing the content.
This involves refining the copy to ensure that the language accurately and effectively describes your product, as well as making sure that any accompanying images are properly captioned.
At this stage, it’s also important to consider search engine optimization (SEO) best practices in order to improve your chances of appearing in Google search results.
Some simple tips for optimizing your product descriptions for SEO include using relevant keywords, including descriptive titles and meta descriptions, and ensuring that your website is properly structured and organized.
Stage 4 – Repurpose the product description
Creating captivating product descriptions isn’t just about writing – it’s also about repurposing content in creative ways.
Posting your product descriptions on social media and linking back to your website is a great way to get more traffic to your product pages.
Google Web Stories can be an excellent way to create visually appealing and interactive content that can help convert visitors into customers.
Adding a call-to-action, like a review or rating, can strengthen that conversion.
Don’t be afraid to run ads to promote your product review pages or add them to email newsletters.
Repurposing content enables brands to reach a wider audience and make it easier for potential customers to discover your product.
It takes time and effort but can have a significant impact on your bottom line.
So, go ahead and repurpose your product descriptions in various forms to see the results it brings.
Conclusion
In conclusion, writing captivating product descriptions is crucial for e-commerce businesses to succeed in selling their products.
Remember to appeal to your readers and address their needs, write multiple copies, optimize for SEO, and repurpose your content.
By following these four stages and using the tips provided, you can create product descriptions that sell, engage, and convert your potential customers.